All you Drum 'experts' out there who comment on the creativity on these pages should watch this. This is the bar set. Now try and beat it.

Lovely, lovely, lovely work. Now, see. Here's work I wish I'd done.

Mesmerising combination of dream-like imagery and floaty soundtrack.

SOOOOO much more effective the Robert Lindsay and his shopping trolley.

Great work and congratulations to all at CBJWT.

A simple thought. Beautifully shot. And a great example of all those 'little touches' coming together effortlessly.

Hope you all celebrated in style.

well done guys.

Nice ad. Worthy of it's award.

"Great sales should follow if you have great creative. If that's the goal."

How do you quantify great creative?

Surely the only yardstick can be if it accomplished what was asked of it. Creatively the work looks fantastic - so it's easy to see why so many creatives love it. But that really is only half of the story - will it lift sales? At present, no one knows.

So is it great creative? Only time will tell.

"But that really is only half of the story - will it lift sales?"

I think what's lost on so many agencies and clients these days is the true and lasting sales power of building a brand. Okay, so times are tough and you expect to do the odd '25% off salmon this weekend only!' ad. But it seems that the whole industry is (and was even during the good times) falling into that short-sighted mentality.

Charming people into buying will always work better than battering them into it. It just takes more time, patience and some good creative work like this.

Even a brand building ad is expected to make an impact on sales, Craig - or else why advertise?

As you said yourself, "Charming people into buying will always work better than battering them into it".

Couldn't agree more, Andrew. All I'm saying is that the effects of even a great brand campaign might not begin to kick in for a month, six months, even year.

And it may never actually be quantifiably measurable, which is why weaker clients and agencies won't see its merit.

I agree with the first bit, Craig - but not the second.

It's asking a heck of a lot of a business owner to invest money in advertising that can't show a measurable result. That's not weakness - it's business.

What I think it’s asking of a business owner, Andrew – whether you consider it a heck of a lot or actually a given in any healthy relationship – is trust.

I’ve yet to hear of an agency with a magic formula that can promise measurable results and long-term success from every communication, especially at the branding end. If one existed, I imagine every marketeer and his dog would be queuing up at its front door.

But what I applaud in this case is a client prepared to back its agency’s gut feeling that a piece of work is right for its business. CBJWT can’t promise or guarantee that the ad will increase sales. But it can draw upon the vast experience and talent of its team to get the most favourable odds.

Luckily it also has the support of a client who realises, unlike the weaker clients out there (yes, I have used the term again), that advertising isn’t a science and can’t be formularised.

To bring this all back round to the original question of whether this is ‘great creative’ – you can either wait two years and study 50 pie charts on everything from market share to unprompted recognition – or you can ‘trust’ the opinion of the Cannes jury, which included some of the world’s best CDs (and they don’t get there by being bad salespeople).

Don't take it personally, Craig. It's simply a difference of opinion.

I'm really not, Andrew, and I apologize if my last entry came across as a personal attack.

It just seems to be a common accusation on these pages that a piece of work must be at odds with a business objective if creatives think it's good. Quite the contrary in the vast majority of cases, I imagine.

I'm signing off now before people ask us to get a room. And before I break Alan Kittle's appearance record.

Ha. No probs, Craig. All the best.