Will

Yeah.

So we'll rewind 18 years in a minute.

But I mean, we're talking about the ads now.

I mean, Sarah Lancashire, Sean Bean, Patrick Stewart, the Kaiser Chiefs.

How does that conversation go when you think, well, OK, talk us through the decision making on who you're going to work with.

And then when you speak to the agents or the talent, I'd imagine it's quite an open door, isn't it?

Being a brand like Yorkshire Tea.

Yeah, we'll definitely come on to that.

What I liked about the ads that you've done over the years, and we've discussed this endlessly with various kind of advertising gurus on the show, is that they're actually genuinely entertaining to watch.

They're not sort of...

You know, there's almost a lack of creativity in a lot of particular TVCs at the moment.

But, you know, the Kaiser Chiefs example, I could watch that time and time again because it's got a great song on it and it's genuinely funny, isn't it?

I missed that period.

Oh, okay.

Any recognition?

The producer doesn't know either.

Yeah, that's an event.

The Christmas one, yeah.

One of the ads that's an event and it's a big news item every year.

We do it just in the bubble half the time and that's terrible, isn't it?