Jim Hosking seems to have made all the right stops along the way to becoming a director. Not only did he develop his skills in MTV's promo department in the U.S. - an indisputable incubator for commercials innovators - he also worked as a copywriter at the mother of London's creative hotshops, Mother. His wacky sensibility lends itself to a wide range of categories. Walking fruit squeeze into a cab for Minibix; petrified citizens turn up in the strangest hideouts to promote U.K. Discovery Channel show Mummies; and a farmer gets a haystack outfit for the New York Lottery. His most recent work includes a campaign for MTV/U.K. featuring a rant-happy network underling who disses major celebs in his attempt to nominate himself the video giant's new spokesperson, as well as spots for BT Broadband, out of St. Luke's.