Fallon's new ad for Budweiser.

What can I say.

This isn't trying to be cool, it just is cool.

Check shirts and a hypnotic, fucked-up VO.

Doesn't feel like an ad.

A piece of communication that's not about product features, or benefits, but the naked soul of the brand.

Some commenters on this blog seem to think I'm in love with Fallon's work. Am I? Not every ad they do is brilliant. Not every ad they've released today is brilliant.

All I can do is call it as I see it. We are sucking on their exhaust, gentlemen, sucking on their exhaust.

Thanks to Wal for pointing this one out.