Our voiceover is the actor who features in our supporting TV campaign. He plays the role of ‘The Range’ store manager, Malcolm. Malcolm is always keen to explain that ‘when you sell pretty much everything, it’s easier to tell you what we don’t sell’. We created original jingles for obscure products that ‘The Range’ don’t sell and incorporated these into the radio ads to emphasize the strategy, ‘if we don’t sell it, you won’t need it’.