Fake it till you make it

Love this.

When this ad cam out, everyone started Googling McCallum & Partners(even me), only to find out that it doesn't exist. They had a whole discussion about it, even making the news. Hate messages, dissing, a professor at Auckland Uni said it did a good job at promoting the imaginary company, not Telecom.

Things is when they all started talking, that's exposure (and what Telecom wanted).

Touché.