The Speech - S3-E4
April Shepherd: Could you be more specific? It's just, I'm trying to build a picture of your role in Reynholm Industries.
Douglas Reynholm: Well, I'm the boss. Head Honcho. El Numero Uno. Mr. Big. The Godfather. Lord of the Rings. The Bourne Identity. Uh, Taxi Driver. Jaws. I forgot the question quite a while back. Who are you again?
Answer: It's a joke on the "118" numbers in the UK. 118 numbers were used for directory enquiries and adverts for them on TV always tried to give a way to easily remember one for a particular company. The fake ad in the show takes it to the extreme. People in the UK do not use "911", the point of the joke was that Roy had forgotten "999" while saying it was easy to remember.