We're moved and excited, but it's just a tv advert. Except that some of it is just so good. The production values in recent campaigns are deeply impressive, and the range of talent enlisted to sell even the simplest product would shame most Hollywood movies. Salman Rushdie and Ridley Scott both cut their teeth in the grub street of advertising, and in terms of unique and insightful visions, UK ads are becoming at least as watchable as the programmes they interrupt. An epic ad gives us a brief look into a world grander and more dramatic than the one we live in.
Atmosphere is everything, and the plot is merely adumbrated.
We don't know quite what we're seeing, and it doesn't make 'sense' in any normal way, but it touches us. Skillfully constructed, it was an ad you felt, and that was what mattered. Of course it's becoming a clich to say that in these fast-twitch days, our attention spans are narrowing. It's not that we can't watch long movies, it's just that we appreciate the craft and artistry in short commercials as well. Have your say.