However, when you look at other ads in the campaign, they work better (not great, but better) and aren’t half as confrontational as the now more famous example with Michael. I’ve also seen a post on Marketing written by the client, and I’m still not convinced in the ‘aiming for poignancy’ angle. I’m afraid there is no poignancy in the perception of threat or karma, even. Yes, I get the ‘last chance to recall the ice bucket phenomenon’, but IBC was such a big deal, the campaign could have been executed a whole lot better and I think the ad just showing the garden chair and the bucket gets there from a visual point of view. Strikes me that a beautifully shot patio with the necessary plastic chair and bucket with puddles of water drying up, together with a suitably string-pulling line (back to you, Tom!) would be far more poignant than what has been achieved.