Put on your Speedos and goggles for a phone launch with a difference.

Carphone Warehouse (now defunked, God rest their soul) wanted to make a splash with the launch of the new Sony Experia - which they had exclusivity on. The main selling point of the phone was that it was actually waterproof, unlike their apple counterparts. So we made a vertue of this product feature with an unboxing video…10 metres underwater of course.

The guy in the diving suit was a humble presenter, not a professional diver and was f**king petrified.