It's the ad that should have launched 3 in the UK. It might have helped avoid the spluttering start that it experienced. To the tune of T-Rex's 'Children Of The Revolution' the ad, called "what do they know", opens on a shot of the Earth followed by the line: "They said it was flat." Grainy footage of early attempts at flight then feature with the line: "They said it couldn't be done." The film cuts to civil rights protests and the statement "They said it wouldn't change anything", and shots of the moon landing and the strapline: "They said it was impossible." It hits all the right spots. The ads were written by Simon Hardy and art directed by Steve Williams and directed by Hardy, Williams and Lee Donaldson through Moon. Media is by MindShare.