To promote the Sunday Times' new culture section, Grey London paid homage to classic and contemporary culture in a meticulous 50-second spot. The single continuous take spans six different scenes, each purposely built to match its reference. Travelling through various lighting setups and set designs, with multiple props and complex costume changes, the spot begins with a transition from famous sculpture the Thinker to Forrest Gump, and concludes as Reservoir Dogs segues into Daft Punk.