Of course it’s boring. That’s the point. I’m quite proud of these ads. No, they aren’t for a sportswear or ‘cool’ brand, and no, they’re not going to win lots of awards and get me whisked off to Cannes. They do however tell the truth, and were bought by a client who was brave enough to acknowledge that his product is not the most exciting thing in the world, (in fact it’s probably not even the 4 billionth most exciting thing in the world).

They are also a demonstration of a rule I try to work by: every brief is an opportunity, every job is a chance to learn – however unglamorous or dull it seems at first.

So an honorable mention to Jeff Black for the reliable copywriting, and to Fiona Lynch for the tricky task of selling the idea to the client.