Carphone had previously spent a dump truck full of money on media and ads and yet none of their target audience could remember any of them. Not one. They were seen as old and increasingly irrelevant. Then Phones 4 U went under and millions of young users became available to steal with no contract provider. Yet they regarded Carphone as a Lada pulling up outside a night club to try and pick them up. We launched a genuine assault on their senses with a two year Keith Lemon campaign anarchically sending up the whole genre of advertising to make Carphone relevant to available Phones 4 U users. Here Keith is in Dubai shouting at viewers and making massive mischief, imploring them to ask for a deal. If you don’t ask you don’t get. Millward Brown measured the cut through and the needle nearly fell of the end of the chart. We still can’t quite believe that the Client really let us do all this.