This was controversial. It was on the BBC News, in all the papers, John Humphreys wrote an article slamming it and eventually it got banned. Which was always the intention of the long-running campaign, one of the last examples of shock advertising.

As a result of the fuss, the accompanying one-shot film, “Roach,” never ran — the client got cold feet. The production was a labour of love: Dom & Nic shot it for nothing, the crew waived their wages, and we all spent a weekend in a mothballed hospital in East London to make it happen.