"People need to lighten up a little bit" is the punchline of this ad, where cops are fighting the serious seriousness by doling out seriously tasty Wall's ice-cream. One woman laughs her head off, one young girl cries, because you know getting pulled over by the cops is usually for a ticket, not a treat. Is this how California police force are trying to raise funds these days? Starring in ads? A bold move, I must say and it's leaving the audience divided 50-50 whether this is really funny or a gross abuse of power.

Can we put a moratorium on these hidden camera pranks for a bit now? It feels as if we've mined the entire Hidden Camera show and then some.

Client: Wall's

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Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.