liquid to buy, which beer to drink or which toaster to purchase, is not a life-and-death decision. Realizing this, the British are able to present their product to the consumer in perspective. They joke about it, sing about it, and often underplay it. In short, they have a sense of proportion.’ He concludes that, in general, British advertising is the best in the world. This British ad for Shell is perhaps the most disarming corporate advertisement ever created. Click here for hi-res image and text.