You can just imagine how that blue sky meeting went down.

CLIENT: So guys, as the Russian State Insurance company, we are looking for an ad for our car insurance that conveys professionalism, safety and great value for all sorts of people. As you can see from our website, we are inclusive and cater for families, single dads, women and young professionals.

We don't discriminate and have a wholesome attitude to life.

AGENCY: We completely understand your needs. We had an inventivation-ideation meeting where we came up with a 360 degree, bespoke, transmedia narrative that can run cross-platform and reach your target market. We understand your consumer and appreciate that people want to be reassured that their insurance company has got their back whenever they get into a spot of bother.

CLIENT: Fantastic, what have you come up with?

AGENCY: Here's the deal. We think nothing conveys insurance like a pair of tits.

CLIENT: What do you mean a 'pair of tits'? Do you mean a fair of fools who talk about not needing insurance before they have a crash?

AGENCY: No we mean tits [motions with hands in front of chest to convey large breasts], boobs, bazookas, jugs, love pillows, snow globes. We thought we could paint them with vehicles and then squish the breasts together to create crashes.