Sometimes having a big `fuck off' advertising idea can be an excuse for not really concentrating.... more..

Sometimes having a big `fuck off' advertising idea can be an excuse for not really concentrating. Everybody gets so excited by the big idea that they don't really feel the need to bother to make the best of it - you know what I mean? I've certainly been guilty of this over the years - the truth is, a great idea does not necessarily lead to great commercial. On the other hand, if you haven't got a great idea, you can still produce a great commercial if you really give it some welly.

This ad for Boots is a case in point, it hasn't got much of an idea, it's just another `slice of life' series of vignettes about birds getting ready to go on holiday. It could have been very `ho hum', but they've really put some work into it and it sparkles along with lots of little jokes and observations that really made me laugh.

It got me thinking about sitcoms on the telly, and it's the same thing. Often as not, the ones that are really good don't have clever ideas or a `high concept' the situation is pretty mundane, but what makes them fizz is the writing and the performance - simple but not easy.

The Boots team have pulled this off very nicely and they keep you riveted right to the very end - I particularly like the alarm clock joke, very sweet.

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