Local Philippine television cease broadcasting between 1a.m. until 5 a.m. on weekdays and 1:30 a.m. to 6 a.m. on weekends. Given that, most of the audience that are still awake during this period are the adults, the agency deemed this as an opportunity to make use of 'dead air' time by replacing the all too familiar colour bars seen during this period with stills that look like print ads which tailor to a particular client.The insomnia ads catered to the adult market with the choices of products that were featured during this period.

The media team coordinated with the country's leading network, ABS-CBN, to broadcast the idea on two of their channels.

No one pays attention to the colour bars that is broadcast when the television station signs off for the evening. So why not make use of this 'dead' air time? The agency decided to come up with stills tailored to their clients to replace the colour bars with an advertising message instead. For example ADVIL's ad reads 'If you're still reading this instead of sleeping, you'll probably have a headache later.'This is certainly a first in television and advertising in the Philippines and probably the rest of the world.