There’s Nothing Like A Broken Cliché

When an ad surprises me these days, I want to kiss the creatives.  It is so hard to do something in 30 seconds that has an unpredictable end.

John Lewis did it two years ago with the boy impatiently waiting for Christmas, but most of the time the story is short and the conclusion is a given.

This ad from KesselsKramer in Amsterdam for citizenM Hotels is great fun.  They hooked me with the swans made of towels then made me laugh with their end and tag line.

Wonderfully simple and memorable, with the product perfectly integrated.

I hear clichés crunching under KesselsKramer’s heels.

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