Three weeks after TV campaign start, a 'graphic story of the TV spot' was developed within Metro, a free daily newspaperIt started with a single rabbit on the cover and, on the following pages, more and more rabbits appeared integrated in the editorial content, creating a growing spot and pursuing the film’s idea of motion across the newspaper. It ended with a full page disclosure ad on the back cover.

According to MetroLife Panel* survey developed for Sony: 49% remember seeing the ad on back cover. 77% identified the campaign with Sony Bravia brand and resolution/image contrast were the most referred attributes of the product.(*Period: 13-19 Nov. 2007, 3426 individuals with 18-44 y.o.)