Sometimes a commercial just makes you sit up and pay attention, brings a smile to your face and stops you from popping off to do something else when the advertising break kicks in.
And occasionally it might just be a good deal more entertaining than the actual programme you were watching in the first place.
Such is surely the case of one spot currently running on French TV for the Contrex brand of mineral water.
It's a perfect fit between product and message with humour, entertainment and a great soundtrack - the music from "Comment te dire adieu", a song made famous in the 1960s by French singer Françoise Hardy.
It features women (and some men) "discovering" the joys of sport with them pedalling exercise bikes frantically and in the process lighting up a giant neon light male stripper.
The more they pedal the more he reveals until finally he's in the all together with just a board to cover his unmentionables, a board congratulating everyone for just having used 2,000 calories.
Some commercials are just inspired!
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