Justin Tindall, group chief creative officer at M&C Saatchi, said: "Our ambition with this campaign when it started was to cut through all the white noise of PPI to make people stop and take action. Featuring an animatronic Arnie head yelling about PPI was a stroke of crazy creative genius and about as far removed from box-ticking advertising as you can get.
Justin Tindall, chief creative officer at M&C Saatchi, said: “We’ve all done it. Placed a bet that seems like a good idea at the time – usually when you’ve had one too many, have got time to kill or are chasing a losing streak. And these days, it’s never been easier.