The overall impact of the ad was enhanced by the continuing presence of the wave over both pages, demonstrating the ongoing surges created by the ocean’s power. The consumer then became involved in a story which had a beginning, continuation and eventually end.

The media opportunities that arose from this ad were tangible. Other magazine publishers contacted us and, inspired by the creative and execution, invited us to display in their publications at hugely reduced fees – media savings of approximately $12,500. Another consequence of this was being awarded the entire Coastguard business.