GUN OIL spends 60 seconds showing the lonely, pining husband, pacing waiting and pining. Did we mention pining? He stares longingly out the window, he smell-hugs the pillow in bed, he pines. The voice-over tells us about the waiting and missing and finally... finally he's home. The soldier husband and pining husband embrace, we've come a long way from "don't ask don't tell" baby, these days lubricants are targeted to those special couples who want to schtoop each other military style. What?

Yes. It's a lubricant. Sold with a sappy love story. I'm sure Gun Oil is counting on people spreading this film far and wide (no puns intended), as it checks all the boxes.

Client: Gun Oil

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about the author

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 after growing up in Kiruna, Raleigh and Jiddah.