Vauxhall were granted permission to place a product ad where nobody had ever done so before: on the Wembley pitch and two 3D mats made to look like the new car were made to sit either side of the goals. We saw the opportunity to take it further though and to entertain the millions watching at home, we made a TV ad that featured a rogue steward, dressed as St George, who decides to take one of the cars for a spin on the hallowed turf of Wembley. The ad ran at half-time and gave the impression that the viewer was privy to a broadcasting error. We didn’t stop there either. We also swapped one of the mats during half-time so that it matched the position of the car at the end of our ad – complete with St George’s flag draped on the boot.

Hundreds of Tweets appeared on the night. Firstly about the mats, then the ad and finally the fact that we had swapped the mat. Videos of people recording the moment appeared on YouTube and the whole thing was even discussed the following morning on the BBC Radio 1 Breakfast Show, turning a pitch invasion into a media invasion.