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Around the time you'll be reading this, there will be the celebrating (or commiserating) which traditionally accompanies the Best of Health Awards.

TN_IDROLAXThe Idrolax ad, like all the Idrolax ads which have gone before, I love. I know there is no competitive positioning. I know there is no obvious statement of `for whom' and `in what circumstances' and I can't guess the `brand essence', but the lack of formulae is the very thing that makes it refreshing.

We all share in the sense of `naffness', but that adds to the effect. The idea that this icon of kitsch has been equally moved is a charming encapsulation of the message. I know ads like Symbicort tick all the boxes, but here's hoping that campaigns of the future are those, in the words of Fybogel, which encourage you to `expect the unexpected'.

2nd September 2008

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