'Television contracts the imagination, radio expands it' – thus spake Wogan. I agree Sir Tel, which is why I love writing radio ads. You don’t need art direction or a camera crew, just the imagination to ‘picture’ the sound. Then you direct the voices, select the music and sound effects and make it happen in the studio. As well as writing the sometimes award-winning script, I also handle the casting, content clearance, production and sound direction as well as liaison with the stations – something I enjoyed doing with my own company, Tireless Wireless, for many years.

Here’s a tiny selection of some of my old favourite spots.