Brief: Raise awareness of the new season of The L Word on Prime TV to urban 28-49 year-oldmen and women with modern liberal lifestyles. The campaign needed to reach beyond the obvious gay market and reach the broader straight market that would be attracted to the show’s raunchiness.Solution: The theme of The L Word – lipstick lesbian love life in L.A. – is salacious and provocative. This radio campaign was created with a very black take on how people would be disgusted by it yet compelled to watch it, doing it as directly as the programme itself deals with lesbian sex.