At this time Costa were running standard 30 second scripted radio commercials - scenarios with a humorous slant.

The client was expecting similar, fully scripted, 60 second spots - heavy on product and branding.

But we needed to keep the ears entertained for 60 seconds.

So we pushed back on the brief and the thinking.

We pitched "Ed & Iain's Costa Convos" to be UNSCRIPTED.

The idea was to create natural banter... an authentic conversation between mates peppered with humour that wasn't forced or scripted.

The first product to promote was the Costa Iced Latte.

We gave the Comedians a topic to improvise around the product benefit... "How do you keep cool in summer?"...and hit record.

We then refined the timings and workshopped around their takes live in the session to create something that sounds totally different, unscripted and authentic - and has the listener laughing along with 'two friends'.

Two comedians come together to chat and laugh over a Costa Iced Latte.

This was created to be one solo 60 second spot (in a series of 5)... so was created to amuse the listener at the time and link Costa with the comedy loving audience of Radio X.

It wasn't sold or planned for mass 'impact', but did run alongside a 30 second cut down version that had more airtime.

Client and listener feedback was very positive and the audio is held up internally as a brilliant piece of work.