Mr Tom Butler, creative director, DDFH&B

There are, of course, two ways of looking at impact. Positive impact or negative impact. Well, it's December 30th . . . can we handle any more goodwill? Nope. It has got to be bah, humbug.

And what a year it has been for the old reliables: Power City on TV, Smithwicks on radio. But a dark horse came up with a sudden burst on the inside in the form of a bladder control problem, no less.

I know, I know, it's a serious problem. And we should not make light of the silent desperation and unmentionable suffering involved, but . . .

The commercial has to be seen to be believed. The introduction captions mix up . . . bladder control?, sudden urges?, wetting?, accidents?

. . . and you're hooked.

Seconds later you're sharing a table with a middle-aged couple and wishing you'd put on your wellies. He looks caringly at her and asks with loving trepidation "Another cup?". There's a pause just long enough for the realisation to sink in that you've arrived at the fifth act of a Greek tragedy.

She replies with a deeply felt ooze of confidence, I'd love one!

True catharsis.