A tactical ad that ran in national press the day that Boris Johnson took on the toughest job in politics. The media companies did us a solid by getting the ad amongst all the Boris chat. Mostly about him being out of his depth, and needing a miracle to do the job. Or, a bowl of Weetabix perhaps? The ad also appeared on social media, when both pro and anti Boris voters started to retweet in their droves. Big thanks to Oli Short, Natasha Eastwood and Jessica Grogan for coming up with the idea.