MyPlates.com Plate Fever

Most license plates are typically a combination of six characters, but as a special offer for only seven days, Texans were able to purchase a customized seven-character state license plate. As part of the campaign, Encore Multimedia created a series of humorous 7-for-7 theater-of-the-mind radio spots to illustrate how this special offer creates a fever for sevens and how people would be crazy not to take advantage of the offer.

The Inkblot — A woman taking a Rorshach inkblot test sees "sevens" in every picture. The cure...ordering her 7-for-7 license plate from MyPlates.com.

Organist Suspense — The patient has a severe case of 7-for-7 Plate Fever, punctuated by a suspenseful organ and a surprise ending.