The key to this advert is making people stop and think how disgusting and downright odd the combinations of food on the dishes that go into the dishwasher are. We need to do more than simply show dishes meeting in the dish washer. Even if this is done in a fun and quirky way it’s not enough. That will only get a rational reaction – people will go ‘I agree’ and then do nothing about it... because they are humans and that’s human nature.

We absolutely have to get up close in this advert. We need to find an excuse to go in close on the plates, pans, forks and spatulas. We need to experience every pustule of grease, every scab of dried guacamole, the very smear of some scrambled egg just as it’s just beginning to develop a crust.