The TV spot was on air at the same time as the magazines with special cover were sold all over Latvia.

Creative team: Inga Cukurs, Ilze Mazpane
Problem: Despite of being one of the most respectful and know magazines in Latvia the number of readers for Rigas Laiks was decreasing dramatically
Task: Increase the number of readers in a short period of time
Solution: A fake cover containing a bomb shell (the same featured in the TVC) as well as very silly headlines as 'For men and women' provoking surprise and amazement to existing readers as well as calling the attention of new ones. This solution brought an immediate increase of 15 per cent in sales for this edition