Kristof Fahy, chief marketing officer, William Hill

Why I like this

What a brilliantly random ad this is.

It conforms to every good 4WD ad stereotype – muddy paths, a brilliantly pointless shot of a switch being moved from one setting to another. Not only that but a simple gag on ponies and horsepower. All good stuff and utterly predictable.

Then the truck gets stuck, the driver curses the damn ponies (get it?) and the bonnet opens. We enter a My Little Pony-style world with a highly irritating (but weirdly hypnotic) song that manages to get the point across that the driver really does have a rubbish truck. And the Nissan has horsepower, not puny ponypower.

Then we get back to the truck ad and it ends.

But it doesn’t. Because back comes a pony – it’s nice for a minute and then turns "nasty", telling the viewer to pass it on or the tune will stay in their head forever. Yes, that’s not the most interesting thing to say, but it got me.

Wish I’d thought of

What I like is the fact that it has what you’d expect in a truck ad – but it just has two brilliant touches, which lift this ad from ordinary to intriguing.

This article was first published on Campaign YouTube

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