I’ve got a few problems with brand ‘manifesto’ ads. With a couple of notable exceptions, they are just strategy set to a mood film. They over explain something that didn’t need explaining. They veer into topics unrelated to the product. They try too hard to be liked. Most off all, I hate that they are all long.

If simplicity is the ultimate sophistication, and you have a finite media budget, and human attention is a rare commodity, then why not say it fast? Because you need 90s to say what your brand wants to say!? Bollocks.

Muhammad Ali, Hanz Zimmer and Banksy are proof that you can distil complex ideas, and that they are more powerful when refined.

The world’s shortest poem, a BBH favourite. In Jim Carroll’s words, ‘I particularly like Ali’s poem because it suggests two fundamental questions: who am I?; who are we? Sometimes I suspect that these may be the two most important questions of all.’

Hanz Zimmer explored the sound of the Joker, the sound of anarchy by writing more than 9000 bars of music. This was refined into 2 notes ‘that clash beautifully with each other. That get tighter and tighter but never break… You can hear a second of this thing and you know the Joker is lurking somewhere.’

Short is fast.

Short is memorable.

Short is a competitive edge.

Nuff said.