The party girl featured in the video is in her early twenties and has a boyfriend who often stays over. She flat shares. Her character seems to be one that is very jovial, good-natured and fun-loving. She is quite clearly the girl about town as we can tell from the fact that her boyfriend is a DJ, her frequency of clubbing is weekly and she goes for music festivals outside of London. She seems to take special care of herself, and judging from the products in her bathroom and the fact that she makes a habit to find out more about the products on the market, it is evident that she is one who pampers herself with luxurious beauty products. It seems that the advertising that would catch her attention would be on the radio which she listens to frequently, as well as through billboard advertisements as buses are her main mode of transport.

The professional is a man who is married with two small children, and lives with his family in the outskirts of London. This means that he has to commute to and from work everyday, consuming quite a significant bit of his time. To fill his time, he either does his work on the train or reads quality newspapers such as the Evening Standard and the Financial Times as he finds that there is a need for him to be well-informed on current affairs, but he also tunes into the radio during this time for either music or news broadcasts. As with most professionals, especially those who have to commute, he finds himself with little time left for himself everyday as his typical work day consist of work and his children, and a little bit of television (with his wife, picked by his wife) before going to sleep and starting the cycle all over again. I would say that the advertising most exposed to him would probably be radio as he listens to it during his traveling everyday, as well as television as he watches it everyday with his wife and occassionally watches top of the pops with his children. He also mentioned that he enjoys reading print advertisements.