Myself, Dougal Wilson and Gareth Howells won Honda in a pan-European pitch against five of the world's best ad agencies. The project was to launch the Honda HRV. We called it the Joy Machine. We shot the Bungee ad in the Namibian desert on the back-up runway for the Space Shuttle. 'Joy' was later used as a creative strategy by about ten different car brands. BMW didn't just steal the 'Joy' strategy; they also copied one of our ads, where a car skids around making abstract art out of paint.