It has to be Heinz:

...and that is the truth. For me, not just the ad for the new Heinz beans fridge pack, but also the idea of the product is just brilliant. Beans in a bowl in the fridge? We've all been there. It speaks a logical truth to the consumer, recognising a key trait in the audience and making it a part of the brands language in the most simplest way. There is a beauty in delivering a successful concept that works perfectly, in a way that you would put it across to your friend in the pub or to your mum over dinner. Identifying a casual and engaging tone isn't always easy, but when it's done well, it looks effortless. Almost so obvious, it feels like the only answer. It'll make you want to ask, 'why didn't I think of that...?'

But if this is what determines the effectiveness of an ad, then why is it that so many adverts don't present the truth? As advertisors we have the power to make you want things you never even knew you wanted or needed, that infact, you probably don't even want or need for at all. During the D&AD workshops Leanne & I learnt to sell expensive notepads on the notion it will say much more about an individual than if they were to have a cheap jotter. We also tried our hand at convincing you it's a great idea to swap houses with total strangers for the odd week at a time...

Advertising is a subjective media, but one that I personally wish to develop by opening honest lines of communication with the audience... and if I can make people smile in the process, like this advert did for me, then i'mma be pretty happy.

Resealable Pack for ..
Watch the ad...