AS&S Enkelschreck

One day at LLR, Bernie Lukas came into the office and said that AS&S wanted to have the best radio campaign in the world to prove how cool the medium radio is. Minimal budget, no pitch and no timing. A dream job! So we set to work, only to realise in frustration after a week: How is that supposed to work, the best radio campaign in the world?! That would have to be something really cool. Like... like a granny who raps. And she'd have to have a song called "Acid on Wheels" - like "Meals on Wheels" but in rap jargon. And then of course she has her own homepage. And merchandise. And a Facebook page. And a rap video. And the granny's name is "Enkelschreck", because that word doesn't even exist in the German language, and when people listen to the radio ad and search for it on Google, we can take every single search as a measure of success, of how effective radio is. The rest is history.