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These TV ads featuring Lee Francis as his character Avid Merrion were the first ads he ever did. I’ll hold my hands up and say it was thanks to my Art Director at the time, Paul Alexander, who is great friends with Lee (they went to art college together). Lee was just about to launch his first series ‘Bo Selecta’ and we got him to agree to do these ads in-between filming over a very busy weekend. It was a real leap of faith for Halewood International as they had no idea who Lee Francis was and the scripts I wrote, as you’ll see, are rather strange. We wanted something that was every bit as unusual and colourful as the brand. And on a side note, they manage to get the bottle in through most, if not all, of each ad. A marketing manager’s dream come true.