Soft voices. Low lighting. Comfy armchairs. A full belly of burger and chipz zz zzzzzzzz mmffpgh uur uh humph. Oh, sorry... where was I?

Grading.

(For those who don't know what that means, as indeed I didn't for at least the first two years of my so-called career, grading is a process that happens in a high-tech post-production suite, in which your ad is adjusted for colour, contrast etc)

I actually love the concept of grading - applying a 'look' to your film, that enhances the creative idea. It's just the process of doing it that I find unutterably tedious. Do you agree? Or am I just being a copywriter?

P.S. One thing I hate is the 'gratuitous grade', by which I mean a very extreme colour treatment that bears no relation to the creative treatment. A few years ago there was an inexplicable fad for green-hued adverts. And after that, brown. Currently, the fashion seems to be for ads to look washed-out. Why? Please stop it.

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