Let me ask you, when was the last time a commercial brought a tear to your eyes for the right reasons?

As a creative director and a writer working in both advertising and media, it is rare to come across a work of advertising art that can be called just that… art. May adverts are clever just for the sake of being clever, and many a story is predictable in its conclusion, they have some point to force upon you, some product they want to force you to buy.

Very rare is that communication that tells a tale anymore, that tells you something you want to feel instead of hammering you with the message the creator and their sponsors want to nail into your mind and heart/. Sure, there are a lot of good books and films out there, but they are far and few between, and to be honest, take hours to get to the point.

Marketers, in their drive to blast their message, take a scatter gun approach, and limit themselves to the 30 second slot, rarely risking the longer 60 second message anymore for fear of the costs in attention spans and media buys. Trust me, I know.., I worked on a campaign for Guess Jeans, a series of 3 sixty second spots that while well reviewed, didn't get placed far and wide due to budget constraints on the media side. Of course, that was in 90s, before youtube and open media, but I know how hard it is to tie together the feeling of love, and associate it with the love of a product. And trust me, from coffee to soups, to insurance and fabric softener, they all try.

Which is why it's always great to see an ad campaign that works. A "commercial" that makes you forget that you're being sold something, and warms your heart with hope, and potential, and sharing and desire. One of a series of four short love stories launched by Cornetto called "Cupidity" shoots for the young and the young at heart. Rolling out this May, and written by David Alberts and Mark Nunneley (who also directed it), reminds us that like Cornetto, love is sweet and best when shared. Titled "Kismet Diner" and elegantly brought to life by MoFilm and RSA Films, it is an endearing tale of love conquering all. I won't spoil the story for you, you'll just have to watch it, but i will tell you this; "Enjoy the ride, love the ending…"