There’s so much to admire in this. Where to begin? First off, the way it kicks against outdoor porn in the first few seconds, going from a wispy vocal song to hardcore thrash metal. Then you’ve got the wonderful mash-up, using (deep breath)… — animated cartoons — videogames — weather reports — documentary (hello Aron Ralston) — user-generated content — medical X-rays — allegory (Death chasing a runner) And finally… — a product demo. Plus what a wonderful script: “Mother Nature can be a real motherf… That’s why Columbia engineers everything we make from anything nature can throw at you.” Topped by the superb endline, which might have been written by a copywriter with 50 years’ experience or a dope-smoking 17-year-old on day release: Engineered for Whatever. (From Paddy Gilmore's newsletter)

How to get people to do exactly what you want, and make them want to do it On live telly, decisions need to be made on the spot. Learn from Maz' years of experience producing everything from Big Brother to the US Apprentice (yes, with... him) and get ready to unlock the secrets of instant behaviour change. This interactive session will give you practical tools to influence behaviour in real-time, leaving you with a brain-bending understanding of how to not only get people to do exactly what you want, but enjoy doing it. Maz Farrelly - Legendary TV producer with over 8 billion views. If you've watched it, Maz probably made it. TV mastermind Maz Farrelly has created and produced some of the biggest shows globally, watched more than eight billion times; from 5 series of Big Brother, to The X Factor, to the US Apprentice (yes, with... him). She's produced everyone from pop stars to politicians, Hollywood A-listers to Astronauts, Beyoncé to King Charles. Maz now uses their 'borrowed' intel to help global brands succeed in getting noticed and being successful. You could call it gaining the 'X Factor' - and Maz should know, she made the show.