The radio concept had to deliver the message of 'Time is Precious, which is why Dialdirect won't waste any of yours'.

This concept can best be summarised as ‘A Lifetime in a Minute’, as the 60” spots tell the story of one person's lifetime.

A lifetime spent pursuing the things we all believe are important, but before we realise it, time is up and the things we pursued all our lives become insignificant. This campaign aims to remind people how quickly time flies by creating a single ageing voice from age 5 to 80+ in one spot.