Most loved:

The Irish ad showing two fishermen trudging slowly to work, laden with ropes, nets, etc, while one comments: "Up at the break of day, every day, whatever the weather, on the sea all the hours God gave..." and so on - until they reach the pier, where - as the camera moves around to show a beautiful new yacht - his companion chortles: "You're full of it!" and the sign for the Lotto comes up.

The American ad for Alka Seltzer, a takeoff of Hitchcock's Lifeboat film, showing two men in a lifeboat, obviously dying of starvation, then cutting away to show a brassy sea, then in again to show *one* man in the boat, with the voiceover: "Alka Seltzer: for when you've eaten something you shouldn't."

Most hated:

All ads that sexualise children, especially cute little botties in cute little nappies - and *most especially* that horrid one where the little girl is whispering seductively to her father to phone her.

The Irish series of ads for not-dying-in-car-crashes, showing the horrific effects of not wearing back-seat seatbelts, of driving when drunk, of walking out on the road in front of cars while using mobile phones, etc. These are just sadism - and their only effect is on fitness, because any Irish person can get to the remote in .0000009 of a second of hearing the first notes of the music of any of those ads. Somebody tell those admen that reinforcement of a desired behaviour needs to be *instant*. We're not driving when we watch TV, guys!