With Arabs tuning in to Israel's national network, we knew that this was our channel. During the half time break of Germany vs Algeria and France vs Nigeria (2 matches with extremely high ratings in the Arab world) we played the following message: "Dear neighbors throughout the Middle East, we are happy for the opportunity to watch the world cup games together with you on the Israeli channel one. Let's all hope for days in which struggles will remain only on the soccer fields". The message was in compliance with Channel 1's strict public service announcement regulations.

We succeeded in spreading our message of peace using a brave real-time advertising move. Due to pirate viewing, it is impossible to measure the exact exposure, but estimates ate that we reached millions of Arab football fans across 5 nations. With a media spend of 10,000$, we achieved millions of dollars' worth of free exposure through the pirated broadcasts.