On 27 June 2016, England (population 53 million and home to the world’s most competitive and expensive football league) played Iceland (population 323,000 and home to both a part-time football league and lots of fish) at Euro 2016 – the European Football Championships – in France. The result was almost poetically inevitable, with England humbled and the Manager soon booted out. Coming so soon after the UK had just voted to Brexit and the whole continent was looking for us to slip up in public, it was one of the lowest ever moments experienced by us over-expectant (potentially delusional) English fans. But at least I got to come up with a few ad concepts…