Polo didn’t have factual substantiation to support their position of ‘protection’, so the point had to be made otherwise.

I always liked gangster movie star James Cagney whose shortness, if anything, helped him seem tough. It made me think about how with some small things, like mongooses and Jack Russells, their physical smallness almost makes them seem tougher.

That got me the line ‘Small but Tough’ and this campaign, which ran in broadsheets on consecutive days so people could check their answers the day after.