Touching, beautiful and hilarious. The sign of a great brand hitting the mark full square.

Beginning with the beautiful but subtle soundtrack (1982’s ‘Four Square’) reimagined by Scots director Dougal Wilson (ex Leith Agency) Channel Four have released four new idents that are crushingly brilliant.

I laughed out loud at the football execution and was genuinely moved by the immigrants spot.

Dougal Wilson has turned into a real nations favourite director with a string of great work but this is a tricky one.

The brief was to capture C4’s inclusive and diverse personality without becoming ‘right on’ politically correct or overly serious.  Channel 4 is fun too, and cheeky (naughty they say).

So this is an outstanding achievement of branding. both aural and visual, and completely true to Martin Lambie Nairn’s original creation back in 1982.  Yet almost completely different.

A class act.  Bravo.

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Schmaltz? Not a bit of it.

This ad has come in for a lot of “talk” of late.

On three levels I love it.

1.  I am a big fan of Fyfe Dangerfield and he caresses this song by Billy Joel, so much so that it might go number one and bring his massive talent to a wider audience.

2. Once in a while an ad just nails it.  It is soooo John Lewis.  Sooo on brand.  Soooo middle Class.  But Soooo good.  I really do understand why people are breaking down watching it because it does “the seven stagesof life” like nobody I can remember.

3.  The director is Scots born and bred and used to work at The Leith Agency (Dougal Wilson)

Absolute hats off to Adam and Eve.  And of course, to Craig Inglis, the client who had the balls to buy it.  Much respect.

But…

This does spoil it a little.

Coincidence?  Yes.  Unfortunate? Oh yes.