According to Keith Sullivan, Lead 2D artist from The Mill, "These spots were great fun to work on because they are truly quite funny. The creative team at TBWA/Chiat/Day, and the director Ulf Johansson have a great sense of comedy-where the familiar and everyday are rendered surreal, bizarre and absurd. The strength of these spots comes from the degree of consideration at every stage in the creative process; from concept, casting and location to the finished look of the spots. The production team did a great job of integrating real world elements in each spot, giving us a strong palette to work with."

In the planning stages of the spot, 'Fly,' Sullivan says the possibility of creating a 3D blender was discussed in order to have complete control over its behavior. There were concerns that the blender might not look believable, so the Mill team opted to go with a puppeteered version. The blender was attached to a rig that could be manipulated by the puppeteer. The majority of The Mill's efforts came in removing the rigs. In some cases, this involved rebuilding the entire background and the actor. In the end, the shots are believable because they were all shot in-camera.