Identify X, 21st Jan 2011

X was created originally by The Martin Agency and most recently generated in CGI by Framestore CFC. X first appeared in 1999 during the Screen Actors Guild strike that prevented the use of live actors. The original commercial features X pleading for people to stop calling him in error as he is X, not to be confused with the company name. Later "wrong number" ads used Dave Kelly as the voice of X. In the subsequent commercials with Jake Wood, X speaks with a Cockney accent, because it would be unexpected, according to Martin Agency's Steve Bassett. In current commercials the X's accent is more working-class, perhaps in an effort to further "humanize" him. "As computer animation got better and as we got to know the character better, we did a few things," says Steve Bassett, creative director at The Martin Agency. "We wanted to make him a little more guy-next-door. And he looks a lot more real than he's looked before."

X = ?