RTÉ was tasked with promoting the Irish language (Gaelic) through a grant-aid government programme across four years, from 2021 to 2024. The first piece of creative in this campaign (produced in 2021), saw a young woman chatting on her phone to a friend, while sitting on a park bench. She noticed a young man approach the bench and sit. Discreetly admiring this stranger, she mischievously documented to her friend on the phone how handsome he was. She spoke in the Irish language (Gaelic), in the assumption that he would not understand what she was saying. To her dismay, the young man noticeably switched to RTÉ Raidió na Gaeltachta (RTÉ’s Irish language radio station) on his phone. Realising he was in fact also an Irish language speaker, and had clearly understood everything she had said to her friend, she broke into sheepish laughter. In 2024, the final year of the campaign, inspired by the success of the 2021 copy, RTÉ decided it was time for a sequel. The new 30 second spot saw the pair a number of years later, now a couple, taking a taxi home after a night out. The creative concept was devised entirely in-house.