It was great hearing the live reaction to this at award shows – everyone got the joke at exactly the same time.

Almost no one noticed that we featured the only microwave in the world that counts upwards.

My former partner and I won the Heinz global pitch at Leo Burnett. We then made this and another funny ad that featured a bald guy getting a very quick haircut - totally forgetting that the top client was bald.

Directed by Dominic Murphy.