I saw this card in Paperchase and it got me thinking about a russian vodka ad. I see a bottle of vodka surrounded by Russian dolls with the strap-line: ‘Russian Standard, so full of itself. But then again, the best things in Russia are.’ I definitely need to create that soon…

Like PRET, Virgin Active never miss a trick when it comes to copy. Even their error message (which continues to say ‘We’ve made our IT team do 30 push-ups) remains loyal to the tongue-in-cheek tone of voice; using health to drive humour.

The new ‘dishes’ ad from Finish is nothing short of genius. They’ve managed to take a run-of-the-mill product, and weave it into a gripping, nightmarish tale of true life; and its devilish dirty dishes. The energetic, contemporary style allows the audience to totally connect with the product, with a lot of humour along the way.