Using the insight – the fact that most Brits love any excuse for a drink – the radio ad deliver a play-on-words of a scheduled news broadcast. Telling the story of giving up alcohol for January, the news broadcast implies that those who do give up drink start to mishear common words as their favourite alcoholic beverages. Although it’s hard to give up alcohol for the month of January, and donate the proceeds you would have spent to charity, the creative encourages listeners to give it (ahem) a shot, in the hopes of beating cancer sooner.