Bay & Air is BNR.
BNR, the #2 News Radio Station in the Netherlands wanted to advertise on the #1, Radio 1. When they wouldn't allow it we had to get a little clever.
We launched a fake airline: Bay&Air. Which in Dutch is phonetically identival to BNR. Then we submitted a commercial to Radio 1. Who played it, once, and then pulled it. But it was already too late :)
Our 'Trojan Radio Commercial' got a lot of national attention. With all major and minor news media covering the story.
The case won a ADCN LAMP in PR and a few pretty cool nominations.
Check out the English case below: