If only this ad maker, had more say in the prospects of this team in the pit lane, I am off course talking about Honda F1 team and by now you will have known the ad I am talking about. No not the Honda racing musical, but the mom kid combo team, on their way to morning walk-run-race. The mom is busy running/pushing the pram with our "kid" in it. Few quite split seconds later, the kid, steps into "Neverland", clenches his fist tightening his grip on the handle of his pram, frowns in intense resolution and ungodly concentration, that transmutes him into one of the select 22 god rivaled.

"Up to 200 kmph, fifth gear, sixth, on the racing line, clipping the kerbs, right on the power nice and early, out of the most technical sector of the race...on to the long straight.." the engine screaming as loud as the kid's lip sync and corner after corner fading away into distance as mom pushes on her routine step by hop.

The parallel is almost impish, the pitch of the ad, feverish, no wise cracks, no lame "catchphrases", just pure passion. Its smart, simple, very minimalist, yet says so much (not necessarily true, but what the heck) about the brand, their passion and commitment to the purpose all wrapped into one mundane routine of life...the morning walk-run-race.

This one takes the gold.