"So it looked like I had flicked into a few seconds of the BBC's wall-to-wall coverage of the Commonwealth Games, which ended last weekend. But it seems the media planners had selected breaks in ITV news bulletins as close to the sports headlines as possible.
"You felt you were watching an update on the latest medal for one of our boys. Then you see the fat lad's crass dive-bomb, the judges get drenched and any nagging doubts are washed away. Solid gold."
Client: Scottish Courage
Medium: TV advertising on ITV1
Media planning: Gail Skeoch at MediaVest
Media buying: Kirsty Elderfield at MediaVest
Brief: Target male drinkers with advertising alongside sports coverage