Junior Planner

THIS is my new favorite advert. By far and away the most impressive advert i've seen for a long time. A perfect synergy of music and film, which is as close to art as advertising can get I think.

For me, this advert is about that moment, the nanosecond before something significant and major is about to happen. But before it does, we can capture the breaking point on a camera, slow it down, pause it, and study that single moment before it changes forever.

I love the direction, the editing and everything about it. it's almost perfect.

There comes a point when advertising which is designed to be funny, ends up failing for that very reason. And not to say 'failing', it probably still does incredibly well, increasing and changing brand awareness for the short-term better. It gets people talking.

But, a lot of brands are on the golden hunt.

It's the hunt for that one advert that is going to be so hilarious that people will talk about it for years and years - it's the equivalent of the classic comedy sketch, the Forrest Gump of adverts, the hall of famer.

This one from Evian (Euro RSCG) has bravely made its dash for the golden egg, the hallowed and coveted prize of advertising. Perhaps for some people, it makes it, grabs the egg and runs. But I know different. Achieving this kind of status is not (forgive me) like stealing candy from a baby. It's tougher than that, very few make it. It is Advertising's Everest.

I love beer. And i'm a big fan of continental beers. What does that mean exactly? Does that mean I like my beer in a slightly longer/thinner/wider/chunkier glass just so I can't be different and mispronounce Hoegarden in front of my mates. No.