Andrews and Arnold (AAISP) has achieved an unusual breakthrough - a broadband connection over piece of wet string.
Engineers at the firm dipped a 2m long piece of string in salty water and were able to use it to achieve broadband speeds of 3.5Mbps.
Adrian Kennard, Director of AAISP, revealed the experiment was carried out as "a bit of fun" and cannot have any commercial application.
However, he told BBC News that it did demonstrate how adaptive ADSL can be.
"This can be important when it comes to faulty lines with bad (or even disconnected) joints still providing some level of broadband service," Mr Kennard commented.
Commenting on the experiment, Professor Jim Al-Khalili from the University of Surrey pointed out that while wet string is "clearly" a poorer conductor of electricity than copper wire, it is "not really about the flow of current".
Instead, he noted that the string acts as a waveguide to transmit an electromagnetic wave.
"Because the broadband signal in this case is very high frequency, it doesn't matter so much what the material is," he added.