The brief was to use several well known characters from TV adverts, such as the Meerkats and the man on the horse from the Old Spice ads. I had some leeway to change things of course, so I put him on a donkey.
The back cover strip is Flo and her Fluent Device; the sort of "kid with gadget" strip that was popular in the old IPC comics. System 1's head of marketing, Tom Ewing, wrote the script, which was top class and would have fitted in perfectly with any comic.
The booklet will be given away at the Cannes Lions International Festival of Creativity next week.
John Freeman has more info on his Down the Tubes blog here:
https://downthetubes.net/?p=108027