If you haven't seen this - please check it out (http://www.jcbsong.co.uk/)- quite simply exquisite. It is literally oozing insight about what it feels like to be with your dad at the age of 5 (he is 'Bruce Lee' in this case) sitting next to him and feeling like a superhero. It is set to a track that I just want to keep listening to that adds layers of interest and enagagement that you just couldnt get from an ad. There are just too many superlatives here but ultimately - what an incredible piece of brand endorsement. I shall NEVER look at a JCB in the same way again. Oh and by the way the band is called Nizlopi...
