"My first reaction to seeing this spot was: 'Wow.' It's all too rare that an ad catches you completely by surprise and makes you reappraise your perceptions, but BBH has certainly managed to do this for Matalan. My subsequent reactions to it have been of joy." The film was created by Andy Clough and Richard McGrann, and directed by Scott Lyon through Outsider.
Jeremy Lee is delighted by Bartle Bogle Hegarty's "forever summer" ad for Matalan: