G4 was looking to create buzz around their block of late-night programming aimed at young men (subtly labeled Midnight Spank). Atmosphere created an online interface that would allow users to send a disturbing, pre-recorded message to a friend exactly at the stroke of Midnight, urging them to watch Midnight Spank or else. This ad was designed specifically to create interest in the program and drive people to the microsite, though it might have been even more successful making our account team feel really, really uncomfortable.