The Army's latest recruitment campaign uses documentary-style real footage of a team of soldiers climbing Everest. Over the next month, the soldiers will stream footage back to London, where it will be worked into ads.
This is content masquerading as an ad and, as its first spot suggests, it has the opportunity to make compelling viewing. With the death of the 30-second spot mooted at every opportunity, this idea - conceived by Publicis - shows there are still ways to be attention-grabbing and innovative in the ad break.
THE GUARDIAN'S 'FREE DVD BOX' OFFER
For all of you who have been collecting the free DVDs being handed out by newspapers, The Guardian has an offer for you. Saturday's edition included a coupon for a specially designed box to hold them all. An amusing ad and a well-thought-out end to messy piles of DVDs.
FAMILY GUY SERIES FOUR
At last. After years of watching series one, two and three again and again (fun though it is), us lucky Brits finally get to view the fourth series of Family Guy with the release of the DVD box set. After getting cancelled because of poor viewing figures, the show was reinstated on the Fox network because of huge DVD sales, so series four has been a long time coming. The anarchic, fast-paced animated series starring a family of psycho- and sociopaths does not disappoint. The laughs come thick and fast and the storylines are just as mental as they ever were. Freakin' sweet.
THE NORTH WEST ENQUIRER
It's refreshing to see the launch of a regional weekly at a time when some paid-for regionals are experiencing sales declines. The North West Enquirer's first issue looks fresh, clean and delivers a potentially large audience to advertisers. It has some good brands in the first issue - including BA, Subaru and Cadillac. The title's blend of comment and features might provide a clue to the way forward for regional titles in an increasingly difficult market.
AND ONE THING WE DON'T ...
THE RETURN OF ULTIMATE FORCE ON ITV1
Nothing against ITV Drama - we're big fans of some of its output and can even be found enjoying an episode of Sharpe of a Sunday evening - but this Ross Kemp vehicle stretches our patience too far. Featuring the burly EastEnder mucking around with his SAS mates, Ultimate Force seems, at best, quaint and dated next to the plethora of Hollywood fare available about special forces units, while the characters and plots seem lame.