The brief was to create an advert for London Underground Tube Car Panels. The challenge was to raise awareness of The Guardian’s new daily podcast, Today in Focus directly to the target market, commuters in a contextual manner. The task was to stand out in a crowded marketplace and let the public, especially their readers, know that firstly, The Guardian have a podcast. And secondly, that Today in Focus was The Guardian’s flagship daily podcast. The primary aim was to raise awareness and secondarily to drive the audience to subscribe and listen daily.