The MD of Nampak made us promise that no one would ever hear this 'way-too-risky' ad. So we played it at 3am on Tuks FM. It was a few weeks before The Loeries. Next thing, my Dad calls from CT, saying that he heard '500 Sheets' on the radio down there. Turns out, the DJ from Tuks Fm sent it to a DJ mate in CT, who played it on his station. And so it went until the ad was being played on every station in the country as part of the Loeries People's Choice Awards. Our Client was over the moon that everyone knew that a single roll of Twinsaver Toilet paper has 500 sheets on it. And the Client never fired us. Probably because we never actually put the ad on the radio.