Is it because the interior is climate-controlled, so it doesn’t matter what it’s like outside? No again. There’s no reason, apart from somebody thinking that it’s an eye-catching idea.It’s irrelevant to the product, and terrible for that reason. Of course, there are no roads in Venice, but the canals have all been frozen by some piece of computer wizardry. At one point there’s a see-through shot of the engine, which the manufacturers are presumably particularly proud of, but nothing else much happens.Great ads dramatise a truth about the product – just as the HP Sauce ad dramatises its spicy, unusual nature But this ad dramatises nothing. So what we like to do is create a format that we can keep to, so the money you spend works on top of the money you’ve already spent.Alfa romeoLansdown Conquest TurinThis ad consists of beautifully photographed footage of an Alfa Romeo 156 being driven around Venice.

We’re all cynical about advertising, and want to tune out of it, but when you see something that’s a bit unusual, it holds your attention so the selling message gets across. And I don’t expect it cost that much – proof that you don’t have to throw money at things for them to work.And the format means that it could be the beginning of a long campaign: there’s already another execution featuring a tough female fire-fighter, and I guess we’ll see more people being blown away by the spicy, rich taste of HP Sauce. Advertising, like water, makes the most impression when it keeps dripping away in the same place. There is a shot at the end of the sauce poured over a plate of chips, which is beautifully photographed and which I think you still need, but otherwise the product is taken right out of context.Ads like this work better, because they ambush people.

And here we have a product that you usually see in a kitchen, with a family, shown in a completely different environment. The end-line is: “Have you got the bottle for it?”Really good ads break all the conventions – for instance, car ads that don’t have a car in them. As the ad rolls on, you realise that this shocking experience is the taste of HP Brown Sauce – which nothing in his life has prepared him for. He’s a tough bloke, but he speaks with a certain humility in his voice, as if he’s had some sort of shock. In which a leading advertising expert picks some of the best and worst around. This week Alfredo Marcantonio, vice-chairman of Abbott Mead Vickers BBDO, picks HP Sauce and Alfa Romeo cars. Interview by

Scott Hughes
This ad starts with a Russian fighter pilot talking to camera – confessing what he’s been up to during the Cold War.

We should perhaps be guided by members of a much older profession of the night: as long as it’s confined to consenting adults in conditions that are reasonably clean and safe, it’s OK After all it’s not like stealing cars, is it?. On the odd occasion I’ve dared do this I’ve been met (aggressively in my opinion) with a stony plate of sausage rolls. Maybe this is the reason for all the crazy food: it’s a front designed to detract attention from the lack of audience. But does it matter if all the corny bons mots and tortuous anecdotes we cook up never make it past the off knob? I think not. Why, if you had a mind to, you could organise to go out for a drink with friends on a programme night.

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