We developed a web teaser initiative on the occasion of the launch of the new Intervallo from LINES, to involve women in creating the new TV ad. Due to a silly misunderstanding a man becomes the co-star of the ad and Lines, which is always pays attention to the needs of women and offers them advice, takes advantage of this to involve them in helping to choose the actors by using the Lines Mania Facebook page. The choice was between "the sporty guy”, “the shy guy" and "the philosopher" who all described themselves using an amusing video interview. At the end of the survey lasting 5 days, a new post invited the net to discover the winner. The co-star chosen was "the shy guy" who thanked all the women who voted for him with a friendly original clip!