"Zig Zag"

4 March 2025

30s

So near and yet so far.

One of two chucklesome commercials for Smarty directed by Taso Alexander, 'Zigzag' is based on the zigzag rope system you get at airports. There's only one passenger on this occasion, but he's still asked to walk the entire maze like Pac-Man with a passport. He could hop over and duck under the ropes if he wanted to, but why rock the boat so close to check-in?

Besides, it's funnier to watch him walk this way and that way, as the wheels of his suitcase squeak louder than a jet engine. Just when you think he’s reached the end, he reappears as if the airport's added a couple more turns for shits and giggles. At least he'll make it to the check-in desk in plenty of time, right? Right?

His fate at the hands of the brilliantly cast staff member sums up the brand's belief that too many customers are made to jump through hoops these days and not even land where they want to. Smarty's response to this is 32GB of data for £7 a month.

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