MIRKA was looking to launch a revolutionary product on the Auto market: "a sander that sucked". Our challenge was to inject some humour into a dry campaign. So the ad got talked about - and so free demos were requested.
The product was SO revolutionary, it was almost boring... until we compared it to the alternative.
(And the result of this campaign? The client scooped Volkswagen as a client and became number two in the market to 3M.)