This film for Gucci is proof - despite the po-faced output we get most of the year - that the beauty sector knows how to have fun. It takes the form of a beautifully measured series of spoofs of vintage Sci-Fi tropes.

The opening shot brings to mind Star Wars's iconic opening titles (though not enough to trouble any learned friends) before it shifts gear with a perfect pastiche of the original Star Trek series and a number of other familiar-looking scenes.

The production design, photography and grade are meticulous, and the choice of music is superb too (it's 'Space 1999' by Vic Elms).

Doubtless Gucci will soon return to this sector's stand-by of models looking furious about how beautiful they are, but - in the meantime - we're grateful for this lovely little bit of light relief.

This lovely piece of animation has an old-fashioned feel to it and so does the script... in a good way. It introduces us to a shrill young woman who has only just discovered the delights of the advertised product thanks to her colleague Joe.

Using the limited vernacular of social media, she expresses herself more through pitch and enthusiasm than actual words but her 'like' of the product is never in question.

This one was spotted on one of DAVID's rare trips to the cinema and it prompted quite a few laughs of recognition from its captive audience. Hats off to Red Brick Road and directors Morgan Powell and Neil Kidney for creating a fun piece of nonsense.

A bank robbery takes a strange turn in this ad for Royal Mail. Created by M & C Saatchi and directed by Mad Cow's Simon Ellis, the dramatic film shows a gang of masked men invading a bank and taking customers and staff hostage.

The terrifying scene takes an unexpected direction, however, when it becomes clear that the criminals are after their victims' identities. They even reject money outright, as they viciously grill people for their mother's maiden name and passwords - personal information which is far more valuable than cash.

This could have been played for laughs but it has so much more impact as a piece of drama.

This is an ad bound to prove controversial - thugs in ski masks menacing the innocent public is never going to be an easy sell - but it's a striking way to bring attention to the importance of protecting personal data. It's not what we'd expect from Royal Mail, and it grabs all the more attention as a result.