The moral of this campaign is that no matter how bad you are, you can still be lucky. So, who better to tell us this than an archetypal British bad guy.
The inspired choice of voice also inspired a re-write of the strapline, from ‘luck doesn’t care who you are’ to a much punchier ‘luck don’t give a toss’.
But, when it comes to the ultimate tough guy performance, it’s hard to look past this Virtua Cop campaign. The people who cast this commercial went so far as to cast an actual criminal, and recorded the ad in jail.
Craft Tip: Cast a voice as unique as your idea.