This ad for Zane Lowe’s BBC Radio 1 show (and another for Scott Mills) was almost killed as people complained it looked too expensive. At the time of postponing the ad, which is said to have attracted a six-figure production budget, other BBC roster agencies were also reporting requests from the BBC’s marketing department to create work that “looks good, but not too good” in a bid to appear to be spending the licence fee resourcefully. The original 1 minute film was re-cut to look cheaper.