Creative Director's Cut: Viagra's love story and MoneySuperMarket's Get Money Calm make the cut this week

Simple and empathetic.

I love love love this. It's refreshing, sensitive and hits the right notes.

Culturally, the male libido is often synonymous with defining masculinity.

However, in a time and age where masculinity is actively redefined, this ad forces us to rethink our relationship with sex.

In terms of art direction, the animated route is perfect for conveying nuanced moments and dramatising the psyche in an elegant way.

While the choice of music isn't just a narrative device, it nudges us to connect emotionally with the message.

Tasteful and full of soul. This ad is a step in the right direction.

Ads have been a load of bull lately, haven’t they?

My early enthusiasm for agile crisis-response work, quickly gave way to ‘peak Zoom shoot’, where I found the idea of licking a municipal door handle preferable to having to hear the phrase “at this difficult time” one more time.

So finally, a load of bull worth watching.

The latest MoneySuperMarket ad features the metaphorical “bovine in a porcelain emporium” made real, but our horned pal is as zen as Fonzie on a three day diazepamathon, due to having sorted his finances.

Funny idea, great script (“he should be going beserk, but he’s not, he’s calmer than a banana”), but the execution is what makes it. So very well directed by Nick Ball.

The restrained handling of utterly ridiculous (and beautifully captured) scenes makes you fully buy the fantastical gibberish of a bull on a kraken-threatened boat and impending asteroid annihilation.

Excellent.

It’s been said before, but I’ll say it again: you can’t beat a bit of bully.