JAIME MANDELBAUM

There’s hope. This was my first thought after watching these five ads. Not because I can get a BMW 5 Series for less money, or because illiterate adults now have enough courage and opportunity to become literate. And definitely not because I have the chance to eat fried Irish chicken

(is that even a thing?) or because that bra does look comfortable (SLOGGI). (Never thought I’d say that.)

There’s hope because, when I see work being done across Europe, it’s getting darker every year – deeper, heavier and taking itself way too seriously. Sure, you could argue that Europe has always been somewhat stern, sombre and moody, and that the UK, despite or due to the weather, has always produced its signature humour. But, over the years, I’ve seen that heaviness start to seep in, so I was pleased that three out of the five pieces were light-hearted or even idiotic fun. Nothing wrong with that.

Yeah, sure you could ramble on about the formulaic this-offer-is-so-great-nothing-will-faze-you car ad (SIXT). And while on the subject, you could continue with the-manager-has-gone-crazy-at-thedealership style meets the directors Tim and Eric meets fried chicken (KFC) – but, no, not me. I’d rather be optimistic and even a little naïve.

I’m a simple person. I was born and raised in Brazil, where you have no option but to keep your sense of humour in the face of adversity. That is the only thing we share with the UK. And maybe quite possibly the passion for football. But, really, that’s about it, so hold on to that lightness that’s fading across the continent.

PEARSON. When an adult learns how to read, it’s a massive life-changing feat that has an incredible impact on their lives and on those around them. Yet when paired with music that seems more fitting for a Michael Bay flick, with some astronaut saving the galaxy and walking in slo-mo with explosions everywhere… hold on a second, maybe there was humour there too and I just didn’t see it. Damn it, gotta watch that ad again. Maybe I missed something.

DESPERADOS. What I certainly caught is that there is an agency public-service-announcement opportunity in telling the industry that puns, technology and alcohol don’t mix. It’s a very dangerous combination, so please make sure to keep your creatives away from it.

There’s hope, despite the divide and the atrocities, that you will continue to be the beacon of light and humour while the rest of Europe does the type of work that is like a struggling intellectual crouched in the corner of a dark baroque library crying as he holds his knees. Don’t lose your humour in the face of adversity. There’s hope, so go wear your comfortable bra, grab your Irish chicken and drive smug.