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The campaign refreshes the "Volcanicity" campaign theme with a more quirky and tongue-in-cheek humour, with voice overs by Matt Berry, star of The Mighty Boosh and Garth Marenghi's Darkplace and Tom Goodman-Hill, currently starring in Spamalot. The TV ads feature a talking volcano called George who explains to his dinosaur sidekick, Tyrannosaurus Alan, that because Volvic water filters through volcanic rock, it is full of volcanicity. The effect of such pure hydration is dramatic, prompting George and Alan to shout ‘Come on World, I'll have you for breakfast!'.