Maxim was looking to position in Argentina as the hottest magazine out, and that's how Cold Line was born: a phone service to help men get turned off when the scorching effects of reading a Maxim made them uncomfortable horny.

The action took place at a call centre that was fully functional for 15 days, where three old ladies were cooling men down through recorded messages and answering live calls for two hours a day, bringing out old age aches, boring anecdotes, never-ending gossips and lots of more unsexy topics. The campaign was promoted through print and outdoor ads, Cold Line flyers in the format of sex offerings on phone booths as guerrilla ads, virals videos on YouTube, and on the brand's Facebook and Twitter.

The action was an instant hit, achieving an increase in the market share over local competitors, gains in both Facebook Fans and Twitter Followers, and most importantly 566 completely annihilated erections.