Modern car adverts are bewildering.
They usually start with a lifestyle shot - an attractive couple falling out of a glamorous party, or a casually muscular farther picking up beaming children from the perfect school. There's then a drive through idyllic countryside, interspersed with more nonsensical lifestyle shots of people securing business deals and laughing with salads, before the car badge flashes up.
Warm feelings surge and you're certain you want to by an urban four-by-four, despite the fact you live in commuter town with no garage. And the little matter of not having passed your driving test.
Which is why we're delighted to see that South African advertising agency Ogilvy & Mather know how to sell a car without a hint of guff. Their ad series for the Volkswagen Up! (exclamation mark included) deflates the usual hyperbole of car sales with some honest truth.
We probably still won't buy one though. It's called the 'Up!' for goodness sake.