When songs are played on local radio, they are labeled under titles which appear on the radio analog displays as they play. Now, this does not apply for advertising. Commercials are played in allocated time slots on the station, not appearing on the screen. For the first time on South African radio, we labeled our Ghost Pops Possessed radio advert as a song, except, it was labeled using jumbled text. When the ad played, and the jumbled up title appeared, it made it seem as if the radio was "possessed".

Visuals on radio analog display appear: 11T//_-'"--_-P\\'11T//_-'"--_-P\\'11T//_-'"--_-P\\' GHOST POPS

When songs are played on radio, they are labeled under titles which appear on the radio analog displays as they play. Now, this does not apply for advertising. Commercials are played in allocated time slots on the station, not appearing on the screen. For the first time on South African radio, we labeled our Ghost Pops Possessed radio as a song, except, it was labeled using jumbled text. When the ad played, and the jumbled title appeared, making it seem as if the radio was "possessed".

The radio ad was aired on a late night spot on a popular South African radio station with a listenership of more than 700,000 to whom we brought to life the scariest snack on the scariest day of the year, Halloween.