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BBC marketing wanted to use the return of two much loved characters to regenerate interest in BBC One’s flagship soap-opera, Eastenders. Fortunately there was an appetite to challenge the notion that the programme brand was a bit depressing - opening the door for some knowing fun that would appeal to a younger audience.​

The solution, which took liberties with 'everyday drama' chimed with BBC One's remit to entertain. It's great when brave marketing souls chance an explosive execution. Nothing like making mischief with our TV heritage. And it worked - outside of column inches and media comment, audience share rose by 23%, and in youtube's earlier days the spot generated 250,000 hits in the campaign period (2008).