We were set the global challenge of trying to deliver the fuel-saving benefits of an important, but often ignored product, our cars tyres, through the use of human stories. Using little Jimmy, sat in the back of his parent’s car, being driven off on a summer holiday, passing his time drinking water, playing games and seeing the changing scenery around him.

After quite some time, we see the effects of the fuel-saving tyres on his bladder, as the car drives on, and on and on, passing petrol station after petrol station, until eventually, he can stand it no longer having been tormented by water sprays and even peeing dogs. Jimmy just has to go, so to speak.