A glutton for punishment.

Like hungry Chinese ghosts with a surplus of food but with mouths too small to ingest even the tiniest of morsels, it appears we're beginning to drown in the one thing that we treasure the most – oil.

Landing the ego.

Gone are the days when sending a pizza to a hiring ECD is enough to grab his/her attention, in the Tweenies you have to make yourself heard digitally with something truly bleeding edge – like the kind of stunt writer/director Alec Brownstein pulled off. By playing to the egos of Gerry Graf, David Droga, Tony Granger, Ian Reichenthal and Scott Vitrone, Alec got both a job at Y&R New York and won two pencils and a Clio while he was at it. By simply purchasing Google Ad Words for the creative directors' names, which costs him $6 in total, he communicated his talent to them directly in the one place he knew to find them online – Googling themselves.

Via ID3.

Future tense.

Already an eleven million-plus viral Youtube hit, the centre piece of W+K's Nike 2010 World Cup campaign is a three-minute spot built on the tension surrounding the future impact of success and failure on the pitch – with a good or bad pass or tackle – with players' lives off the pitch.

The likes of Wayne Rooney and Ronaldo flash-future themselves into the colourful lives of national heroes and villains in scenarios that include an English trash trailer park, a maternity ward, a South American shopping channel, an episode of The Simpsons and Youtube itself, and cameos that go further to prove – Pepsi take note – that with the right level and tone of drama a commercial can successfully host a roster of stars.