“The cutesy wordplay or visual tricks that dominated 70s and 80s advertising have been under attack since the 1990s. While TV sketch comedy seemed to exist almost entirely on catchphrases, commercials like Honda’s Power of Dreams achieved plaudits and boosted sales without relying on jingles or quips. Complex narratives and a filmic approach – ad techniques that were the preserve of fashion brands – have been inching on to the screen, displaying an almost arthouse sensibility.”