Genghis Khan was a man with two very different sides.
On one side, he was a barbaric tyrant.
But on the other, he was an inventor.
So we made a radio commercial with two very different sides.
By recording the commercial in stereo, it had two channels of sound ? left and right.
We directed listeners to adjust the balance on their stereo to the left side to hear about Khan the tyrant, or to the right side to hear about Khan the inventor.
For those people that didn?t alter their balance settings, the commercial still very clearly communicated the idea as the majority of dialogue is identical. The words that did differ, although heard simultaneously over the top of each other, are still clearly audible and listeners process both messages at the same time.