Flies and Shine

At first I thought this ad was brilliant. Letting the art direction speak for itself, and subtly using a well known British saying, I thought British agency The Raft were extremely clever. Then I actually used my brain. "No you can't" it told me. And even if you could, you wouldn't want to. They are selling benefits of a product that don't even exist, and nobody wants. People will look at this ad, think 'that's quite funny', and then move on. Hats off to the person who sold this idea to Pledge, but this ad won't sell their product. The humour is typically British, but this is the only thing I like about this ad. This conception just wasn't thought through enough, which is a shame.