With the advent of companies such as Tivo, consumers are able to by-pass commercials and skip right to the programmes they actually want to watch. We wanted to create something that felt like a continuation of the programming, so that viewers were none the wiser that they'd just watched a commercial.

The tactical nature of this commercial meant the ad ran 5 times during the 5th Ashes Test. Given its limited exposure it was talked about in offices througout the country, people wondered whether what they had just seen was real. This proves the success of a simple, strong idea.