World War II revived the 'cable war' of 1914–1918. In 1939, German-owned cables across the Atlantic were cut once again, and, in 1940, Italian cables to South America and Spain were cut in retaliation for Italian action against two of the five British cables linking Gibraltar and Malta. Electra House, the company's head office and central cable station, was damaged by German bombing in 1941. However, the company made a considerable contribution to the Allied war effort, supplying, for instance, the wireless equipment with which the North African campaign was conducted in 1942, and sending staff, in army uniforms marked with Telcon flashes, into several campaigns, starting in Italy in 1943.