The basic premise of the campaign, created by the St Luke's creative directors, Al Young and Julian Vizard, was that when creatives produce crap work and fail to get in Campaign Screen, they tend to blame everyone but themselves.
Campbell was invited to wreak revenge on a research group - an idea that obviously touched a nerve. Alarm bells were ringing when, after studying Jane's Defence Weekly at length, Campbell speculated whether water torture could be the order of the day.
On the day of the shoot, Campbell appeared equipped with his trademark composure and friendly demeanour. But once "action" was called, he became more Rambo than Brando and scared the living daylights out of the entire set. His fierce performance silenced the set as some clearly pent-up vitriol was allowed to rear its very ugly head.
"It was a very physical performance," Dominic Bridges, one half of the directing duo Felt at Bikini Films, said. "I sensed he had been studying Terence Stamp in The Limey."
The campaign's other stars also put in top performances. Dave "my body is a f**king temple, all right pal?" Droga was positively De Niro-like in his savage treatment of a client and, with the action taking place in a restaurant, was blotto on brandy just in time for his board meeting at 4pm.
Paul Briginshaw and Malcolm Duffy let out years of pent-up frustration by throttling each other for an entire afternoon. And advertising's "Mr Nice", Bruce Crouch, apologised profusely as he attempted to drown his account manager.