In 2013, Tango made an advertising comeback with their first major TV campaign in years. Our onomatopoeic ‘Argh!’ campaign captured the orange intensity people experienced when they cracked open a can of Tango. ‘Swings’ shows three chavs getting together and discussing boys. When one of the girls takes a swig of Tango, she suddenly develops an orange steroid-in-a-can induced rage.

We attempted to cast actors that are as normal as it gets—as off-hand and unremarkable. Just regular denizens of a sodden former empire, getting on with their everyday lives. The heroes of the films should seem more “found” than “cast”—scraped from the bus stops and corner shops of Britain so that the transition from regular person to tanned bodybuilder could be handled with jarring simplicity. We wanted the tanned bodybuilder to be absolutely huge—literally bursting our of their own anatomy with insane musculature. We narrowed it down to the body builders that had the right presence and could deliver their “Arrrrrrgggghhhh” lines without the wrong kind of self-consciousness polluting the air.