To be honest I've been quite liking the Pimm's ads that they've been running for the last couple o... more..

To be honest I've been quite liking the Pimm's ads that they've been running for the last couple of years, with Alexander Armstrong doing his amiable posh twit thing. I've known a few upper class twits in my time, and even been to bed with a couple, and some of them aren't as awful as people make out, either in person or in the sack, but you can have too much of a good thing and I reckon Pimm's might have been getting a bit worried about being too tied in with the twit image.

So the question to the ad agency probably was - `How do you keep the ever-so-English, slightly silly appeal, whilst losing the twit thing?'

Well I think they've managed it very well. It's still bloody silly, but it really is kind of cool. It's taking a nod back to those films and TV shows from the 60s which, as my dad is always telling me, was when we really were cool. The Avengers, the Italian Job, you know the sort of stuff.

Personally I think it's only cool in a silly way, which is probably just what Pimm's had in mind. I think the ad is great, and it really does manage to make Pimm's feel a bit funky without getting all ubercool and boring. By the way, and tell me if I'm wrong, but is that Leslie Phillips coming in on the green parachute as the mint?

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