Let's explore

We'd like to discover what this looks like with PI. We'd like to discover exactly what Locoid does. (OK, we know, but they don't know we know.) We'd like to discover who had the courage to change the yellow and black branding. We'd like to have spotted this in the press. We love it. We could ask if they pushed it on, perhaps trying kittens made of lions, before coming back to this? Who knows? We're just excited to have discovered this work.

Onwards to SMA nutrition. Nourishing potential. Great line, great idea. We need go no further to know what SMA nutrition means to any baby. We like white on white, we like the sympathetic type. But are there still possibilities up ahead? We'd like to know if there are other ways to persuade us visually of its nourishing potential. Is it an execution that's been discovered before?

Discovery: the Discovery Channel; interesting but you feel it may be a repeat

Our search uncovered no ad more succinct and confident than this for Crestor. We're asked if cholesterol targets are hard to hit, and the presence of the brand name says everything else. Or does it? Our appetite is whet, but is there more? We'd like to discover something else about this ad; namely that if the question about targets isn't asked, exactly what has Crestor got to say for itself?

Not our natural hunting ground, puns. The phrase 'See urology differently' doesn't offer up shivers of anticipation. But look: a visual we ought to have seen many times before – but haven't. Well, we haven't, anyway. We'd like to have discovered a big idea, but it's okay, we stumbled upon a neat visual that made us smirk. And a minor question over grammar.

Discovery: a pound down the back of the sofa; nice but you wish it was a fiver

Discovery: the meaning of life; it ought to be fantastic, but it's not as good as The Life of Brian