Moulded in the self-effacing image of Avis and owing much to the banality of a particular line of Alan Partridge bedroom banter, this piece of M&C Saatchi print – promoting Dixons' online-only, low-cost store – is an authentic, distinctive and daring piece of branding that brings the call for action to the fore.
If only the message too was executed in a more dynamic medium, it would have surely won big at this year's Cannes Lions.
