Mechanic's Perfect Pitch.

Arabian Automobiles needed top auto technicians. Good mechanics often find a fault by listening to the car, so a standard job ad said little about the skill the dealer was looking for.

The team recorded real vehicle failures at the Nissan service centre and built each radio spot around one of them. Every ad played a different malfunction and challenged listeners to identify it, with correct answers leading to a job application. The radio slot became a hearing test that matched how mechanics actually work.