The Dutch public advertising organisation, STER, doesn’t allow commercial channels to advertise in its commercial breaks – a request of the public channels. So, for BNR (Business News Radio), it would have never been possible to advertise in one of the breaks of its direct competitor, Radio 1 (the public news channel). Until BNR asked The Oddshop to do something about this. The agency came up with the idea to create an ad for the fictional airline Bay & Air, a name that is pronounced almost identically. The Bay & Air website forwarded the curious consumer – drawn in by phrases like “The wings of entrepreneurial Holland,” “BNR connects you to all the important cities in the world,” and “Always business class, from now on” – to the BNR website. A smart and valuable stunt, since it heavily circulated on the (commercial) news channels and social media.