I like clever advertising, but I’m less enthralled with advertising that is ‘clever’

For the first 30 seconds or so, I thought this British commercial for Raisin Bran — the cereal that’s so good, it’ll make even H.R. Giger’s alien give up red meat and cerebral fluid — was excellent and funny. Then I started getting antsy for the payoff.

Which, really, never came.

Now, after watching 2:10 of faux-documentary, with over-shaky camera work and all, I’m looking back on the commercial as a bit of a waste of time.

I’m okay with the recent trend towards mini-films as advertising — as long as they are worth my time. But this concept would have worked better as a series of four 30-second spots.

(via BoingBoing)