You can't beat a bit of creative product research. Not the type done in focus groups with tea, biscuits and moodboards but the practical, off the shelf, hard core 'creative team' research in order to find a real product USP.

Armed with several competitive products, a trusty bottle of Vicks Vaposyrup and several clean car windows on a thankfully not new car, we discovered viscosity was our golden, sorry, bright red nugget.

This led to the consumer benefit of coats your throat for longer which was successfully substantiated and bingo...a Cannes Award winner was made for under £30,000...including several trips to the car wash!

Vicks Vital was an entirely different proposition, all year round protection against coughs and colds. Shot in one day with a vast array of film weather generating equipment.