Coming or going

The 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'.