Last year this commercial was launched in England. It presents Jamie Oliver who shows us how to cook cheap but tasty. The campaign is an initiative of Tabloid The Sun (2.5 million copies per day). As this commercial says: The Sun also distributes a series of Jamie’s recipes with lucrative tips. That’s a little weird because all England knows that Jamie belongs to the multimillionaires. And even Jamie himself doesn’t take his presentation too serious. So Dave Monk – creative director of advertising agency Grey from London – twisted the end of this commercial in a funny way. Besides new subscriptions to The Sun now the campaign also generates a lot of smiles and sympathy because of so much self irony.