How can a sporting goods retailer capitalise on the hype around the Champions League quarter finals to boost sales (without boosting its advertising budget)? If you’re Go Sport, you take the big name stars out of the picture. Literally. The company partnered with Dubai’s most popular sports newspaper to coordinate its ad images with the editor’s feature images. The ads, which appeared side-by-side with real images of stars such as Cristiano Ronaldo, simply deleted the super stars – capitalizing on their notoriety without paying a penny. The ads featuring these unintended brand spokespersons bumped sales by 25%.