 The second was William Golding's "The Brass Butterfly", a 1958 comedy described by "The Times" as portraying the relations between an urbane Roman emperor (Sim) and a Greek inventor with wildly anachronistic scientific ideas (George Cole).In 1959, Sim sued the food company H J Heinz over a television advertisement for its baked beans; the advertisement had a voiceover sounding remarkably like him, and he insisted that he would not "prostitute his art" by advertising anything.He lost the case and attracted some ridicule for his action, but he was conscious of the importance of his highly recognisable voice to his professional success.