You want to tackle disability problems in the workplace. You want to highlight peoples ignorance and get people to see potential not potential problems. You get the country's most lovable but socially incompetant TV boss to tackle the issue by throwing some hard hitting at the issue. You also get National coverage in all the tabloids, pick up a number of awards and get voted sixth best cinema ad of all time. But most of all you prove a brave approach to difficult issues will deliver get people to sit up and take notice.