Warburtons - The Deliverers (2015) 1:50 (UK)

Blockbuster advertising is back.
In 1983, industry legend David Ogilvy published "Ogilvy on Advertising". In it he wrote:

Celebrities rate below average in their ability to change brand preference. Viewers guess that the celebrity has been bought, and they are right. ...The problem is that viewers have a way of remembering the celebrity while forgetting the product.

If they'd played this ad as a straight piece of fiction, it would have been an awkward disaster. Instead, it's just self-referential and silly enough that we buy into an incredible world where Sly Stallone wants to play a truck driver. The audience is made complicit in the fantasy, and we’re invited to laugh along at the absurdity of it all. However, there’s a striking product focus here, which is tied nicely back to the thing we’re being sold. Not a Hollywood star, but a simple loaf of bread. WCRS London