Though the main branding ads ran for only two weeks on Channel 4, the Indie campaign was both prodigious and enduring. Rolling out over two years into around 20 part-work executions for TV that were usually turned around within a week, the campaign was also supported by wads of in-paper pillar ads ranging from DPS to 25x4's. the Indie campaign also spawned around 200 radio ads featuring John Cooper-Clarke (often written in the recordings due to newspapers failure to grasp why agencies needed so much time to write stuff). …fair enough. The line, “Great minds don’t think alike” even ran across the mastheads of the newspaper every day.