Which? carries out in-depth, rigorous tests on all the products it reviews. The Which? Tester was created by Tangent One to communicate this message to an online audience and emphasise the value of independent, trusted research.

In a collection of short video clips, the Which? Tester - a masked man in a red boiler suit - takes the thoroughness of Which? product testing to the extreme using a range of bizarre test methods, creating a humorous take on something that Which? takes very seriously. The user selects a product and the test they wish to carry out, for example testing a toaster with a chainsaw or a laptop with a blowtorch. A total of 30 potential options were filmed and edited by Tangent One, with the user interacting with the ad via a flash menu.

The ads formed the digital element of a wider brand campaign and were specifically designed to target an online savvy audience, typically males in their twenties and early thirties who may not have engaged with the brand in the past.