Our brief was to change the mindset that says, "There's no need for some of the products offered by Vodacom". We played the exact insight back to the target audience, but with a twist.We found someone who exhibited an indifference to our products and couldn't understand the need for them - a leader of an African country, who with deluded arrogance and witless charm, just couldn't see the value in having some of these products. So was born the "We've been having it" guy, who sets about methodically debunking each of the Vodacom products aimed at this target audience.