EDITORIAL: Winner must not overstay his welcome

No chance of Michael Winner walking off with a D&AD Pencil. The man who gave us such cinematic triumphs as Death Wish II now haunts us with the Esure campaign. Written by, directed by and starring the rotund filmmaker, the ads are toe-curling while apparently doing wonders for Esure's sales.

The knack is in knowing when to take ads off air before punters stop believing them to be so bad that they're good and just consider them awful.