This well viewed video is a timley reminder about how we can all ask too much from a briefing, overlook great ideas and get a bit carried away with ambition when commissioining, creating or reviewing concepts. I've often wondered if we shouldn't place more value on our instant gut reactions to ideas, and therefore judge them as instantly as our audiences do. Sometimes I see an ad on TV and I can see how the suits would have rationalised, or "sold", the idea to the client, or the client will have gone "it's great, but what if we just...." to the detriment of the final product.

Less messages, less objectives = more impact. If you want a much funnier version of the same message, watch the video!