The hysterical ‘grand guignol’ of DRTV is not something that I have ever been afraid of and in Jevon O’Neill (a respected prize-winning feature-film director) I found a willing collaborator in taking that hysteria to new levels. There’s a lot of money on show in this commercial and, unsurprisingly it was the most successful TV advertisement that the client has ever run, paying for itself several times over in mortgages sold (whether it could exist in today’s regulatory environment, is another matter altogether).