Diary: Turkey of the week - J. Walter Thompson/AXA Sun Life

Ian Darby is unequivocal about J. Walter Thompson's ad for AXA Sun Life: "I hate everything about this commercial, from beginning to end. A smug man riding on roller coasters and merry-go-rounds doesn't seem very life-affirming to me. Mind you, it's a suitable canvas for one of the most execrable endlines ever: 'Be life confident.'" Seen worse? E-mail turkeys.campaign@haynet.com.

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