The third in a series of four spots wittily encouraging cinema-goers to switch off their mobiles stars Val Kilmer as a suffering actor, compromising his art in favour of interfering and procrastinating mobile phone company sponsor representatives.

This time the setting is a saloon in a moody Western movie. A breathless man comes racing into the bar, in need of a fast horseman to convey an urgent message. Thank goodness Val Kilmer is there, this time in character as a super-speedy gun toting ‘Ice Man’. He knows he could get the message across in time, but has given up his equestrian life.

Enter our uncultured anti-heroes, for whom the whole plot is not sitting well. The Orange film commission boys suggest a variety of modern day phone messaging as a much more efficient method of delivery, henceforth destroying the whole purpose and narrative of the film. Val is not impressed.

Once again, Tareq created the Wild West style grade and Ian Richardson composited the piece.