Amy: “They’re not JUST ads, Mummy! They’re lovely stories about things we can actually buy!”

Somewhere, a Creative Director’s brain just exploded with happiness and they started working on their Cannes acceptance speech and clearing shelf space for gold pencil awards. Visions of promotions and future shoots in tropical locations danced in their head.

(Meanwhile, a client sent off an email to their account manager, asking if a series of focus groups could be arranged immediately to ascertain whether by “story” she was indicating the ads promote the product as being “false” or “untrustworthy”, and would focus groups be covered by the agency retainer?)