Nice ad. Very nice. The conceit of transposing the 'nightclub knockback' into outer space is box-fresh, and there's some funny writing to enjoy here too.

Director Fredrik Bond doesn't need any praise from me because he's already rich, successful and good-looking so let's forget about him and praise the production team - all the 'production bits' like casting, wardrobe and set design are absolutely spot-on.

My one quibble is the endline. The thought is great - a desire to be 'one of the lads' is undeniably a highly motivating truth for young men. But putting it as overtly as this - 'Belong' - is saying the unsayable, isn't it? After all, Porsche's endline isn't 'Get Laid', and Rolex don't say 'Look Rich.'

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