Jeremy Lee finds The Sun’s "Big Smile Giveaway" spot by Grey London creepy: "There’s something very peculiar about this ad that sends a shiver down my spine. The poor child actor, dressed in bizarre 80s-style clothing, is afflicted with an undecipherable voice but is forced to deliver lines that no child would ever use. The most disturbing of these is the recurring ‘joke’ wordplay around the word ‘arse’. Not sure if this was ever deemed appropriate, but is certainly not now. No smile on my face – just a grimace."