Maille Mustard - Be a memorable guest (2014) 1:20 (UK)

Hats off to adam&eveDDB for what has to be one of my favourite ads of the year. And yet there's so much that could have gone wrong...

It's a simple premise - an intergenerational conversation at a dinner party; a sexually explicit older woman shocking a much younger man with tales of her libido. What makes this so fantastic is the script; it's not overdone to the point of being unbelievable or exagerratedly scatological. It's realistic enough that we could imagine it actually happening. The language! 'I become very vocal as he's attending to me.' Spot on for a woman of a certain age.

A special mention has to be given for the brilliant acting. The pause as the young man stops in his tracks, soup half way to his mouth - later looking around, trying desperately to get out of the conversation. The physical comedy sells the premise just as well as the script.

As original ideas go, this is hardly groundbreaking. People sitting around a table, having an awkward conversation. Nothing flashy. But somehow, it makes me smile every single time I watch it. Perhaps we need to take a step back from QR codes, 'digital amplification', social strategising, multiple touchpoints and 360 thinking. What we witness here is a simple idea, well executed. 'Be a memorable guest for the right reason.' It resonates perfectly with their target market. And do I recognise the velvet tones of celebrated actress Joanna Lumley?

Brave and brilliant work.

Advertising Agency: adam&eveDDB London, UK
Creative Directors: Richard Brim, Daniel Fisher
Creatives: Alex Lucas, Jon Farley
Production: Outsider
Producer: Jack Bayley
Director: James Rouse

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