PG Tips was launching a new blend for its decaf tea. By its own admission their previous offering, like all decaf blends on the market, didn't actually taste good, especially when mixed with milk.

So how to persuade the media and public that the new blend really did cut it after so many false starts? Who better than the nation's harshest, meanest critic and arbiter of good taste, Strictly judge Craig Revel Horwood.

This was the first paid 'ad' film for both myself and the W agency. Yet there was only a couple of weeks from pitching the idea to launch. Nevertheless, Craig's new role made headlines and the launch of PG Tips Decaf saw the brand reverse a double-digit sales decline to a double-digit spike.