"Knights"

5 April 2016

30s

Joining the dots.

This is a great way for Dairylea to return to our screens. The sensibility is reminiscent of Quiet Storm's excellent Haribo work and it also brings to mind last year's Hovis ad. However, it's better than the latter while more than holding its own against the former.

Two knights are readying themselves for a battle with some dragons when they stop for a little sustenance... but not all is as it seems. There are clues right from the start (which are fun to spot on subsequent viewings) but the pace of the reveal is perfect and manages to make you laugh each time you see it.

There may have been some discussion between client, agency, director and editor about whether audiences will be able to 'get it' on one viewing but the right conclusion was drawn. It's always so much more rewarding for a viewer when they have to join the dots to complete the picture and this is brilliantly measured.

UK

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