Advertising has done much damage to rock music. It's normal to hear famous songs in bad commercials, or commercials that change the lyrics of a well-known song to sell a product. Our client Mariskal Rock Radio is loyal to music, so they have few commercials playing. For that reason we wanted to do a campaign to promote a radio station that plays 12 hours of music without commercial breaks.
We made a radio campaign that announces that now Mariskal Rock Radio have 12 hours straight without commercial breaks, but we made it inside the concept: Advertising has done much damage to rock music.