We teased the launch film by reserving Piccadilly Circus for ‘someone special’.

Then followed it with press and OOH announcing Jose as the star of the campaign.

The film got over a million views on twitter within it’s first few days of launch. It was featured in all the major tabloids, receiving full page treatment in the Sun, the Mail and the Evening Standard amongst others.

And football LEGENDS Carlton Cole, Luis Garcia and Jon Walters had a right laff’ picking out all the easter eggs for JOE.com…