To convey the relentless spirit of the men who created, arguably, the world’s first global brand, we decided to create the longest tracking shot in advertising history. The film was deliberately constructed to make it impossible to hide any invisible cuts. Risky stuff. We also decided very early on that only Robert Carlyle had the skill and charisma to tell this story. As the light failed on the second day of shooting, with only 1½ useable takes in the can, the incredible Mr Carlyle nailed it on his 40th and last attempt.