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Samsung challenged us to reinvent the phone launch category - by releasing two flagship handsets at once.

As if that wasn't enough, we also had to appeal to two very different audiences with one confident voice; emphasising all the enhancements under the hood for the tech savvy crowd, whilst also championing a flawless design for style icons.

The heart of our idea was to give Britons a choice, playing the handsets off one another. Where Android fans had the market-leading S6 to whet their appetite, the style council could drool over the curved S6 Edge.

Shifting the conflict from 'Apple or Samsung' to just 'Science or Style', we were able to keep the conversation focused firmly on us and our two handsets.

With the launch of both phones set to be Samsung's biggest yet, it felt natural to enlist the help of Britain’s biggest and funniest export – James Corden– as the star of our lighthearted promotional film.

This 60 second comedy video saw James Corden playing both himself and the luvvie director “Wilf Meltson”, a style obsessed alter-ego who believes in a well-groomed beard, artisanal Guatemalan coffee, and the unique aesthetics of the Edge. In turn, James prefers to focus on the practical benefits of the S6’s Fast and Wireless charging capabilities, and its ergonomic metal and glass design.

Battling it out, the two argue their case for each respective phone – with a few cheeky nods towards Apple’s fanboys thrown in along the way.