The sense of elation at waking up on a Saturday morning and realising you are free from the shackles of work for two whole days is the inspiration behind the latest HP Sauce TV work. Beattie McGuinness Bungay have linked this feeling to HP through the medium of the bacon buttie, because this is the way that many people will start their Saturday and relate the food with the emotion. The execution, which has a media spend of £1.6m, begins with a man waking up to the wonderfully tantalising smell of bacon cooking. In a hazy dream-like state he imagines the perfect bacon sarnie as bottles of HP Sauce bounce past and newspaper-sized eggs and giant rashers of sizzling bacon come together to make said sandwich. However, the dream becomes a nightmare when he wakes up and his girlfriend has nicked his dream sandwich.