A flight attendant describes the moment her world came crashing down - or, crashing into a fruit stand, to be more precise - in this twisty commercial for the New Zealand lottery. Arm in plaster, the woman tells her enthralled nurse how she won the jackpot... and lost the ticket just minutes later.

Like previous instalments in this campaign (including 2018's 'Armoured Truck'), the ad runs a gamut of emotions as the hero experiences joy, disbelief, panic, and acceptance. Needless to say, there's more to her loss than meets the eye.

Even if the denouement feels oddly flat in comparison to what comes before it, the brand still deliver another touching distillation of their values - reminding players that life is a bumpy ride worth taking.

Director Thomas Kelly's bristling study of Muay Thai fighter James Chaney could be termed a nature documentary, so in tune is the protagonist with his beastly side. The Californian insists he must "think like an animal" during a bout, both as a form of attack and of defence. As Kelly makes clear, Chaney is a vulnerable yet potent breed.

We're told Chaney emigrated from the United States to Southeast Asia to - for want of a better phrase - "pick a fight" with anyone willing to take him on. He's been in demand ever since, yet the standard of competition means victory is never guaranteed. The opening shot of Chaney's bloodied face proves it.

The fights themselves are blurry, fraught affairs, with one or two brutal hits made painfully clear for all to see, hear, and feel. Together with Chaney's coiled-spring narration, it's a worthy and expressive look at one man-slash-beast's desire to fight.

A teenager preys on the generosity of the rich and famous in this mischievous Foot Locker commercial, which stars basketball player PJ Tucker, singer Pia Mia, and child actor JD McCrary. While the trio may not be household name on these shores, they're ideal fodder for a cunning opportunist.

It all starts innocently enough, with Tucker, Mia, and McCrary each reading out a fan letter from their "biggest fan". All Nick wants is the chance to meet his idol and ease the pain of his broken leg - failing that, a pair of Nike Air Maxes will suffice.

Kind-hearted celebrities that they are, the trio - with Tucker's barber offering counsel - send the lad his sneakers with their own heartfelt replies. Unbeknownst to them, Nick has a lot of famous penpals.

While a sneaker-obsessed shyster may not be the most sympathetic, director Malik Vitthall keeps tongue squarely in cheek as he distills the brand's hype for overpriced shoes.

Dunkin' Donuts have come up with a range of signature, erm, Espresso-Wear to ensure that coffee lovers can enjoy their iced beverages hands-free in the summer heat. From the Latte-nkini with its belt of cup holders to the stylish Latte-viators which allow head-side beverage access, the designs are certainly innovative... if bizarre.

Such off-beat humour extends to the soundtrack, too, as a gentle, folksy song narrates the benefits of each article of Espresso-Wear. This is parody done with the right blend of affection and knowingness, and director Peter Marquis has set the tone at just the right temperature.

This stark ad for The Film & Television Charity urges industry professionals suffering from work-related stress and other mental health issues to have their say via a new confidential survey. Scored by The Cure's ‘The Kiss', the ad uses Black Mirror-inspired imagery and a ‘glitching' protagonist to vividly highlight the issue.

Despite its heavily stylised aesthetic, the ad also registers on an emotional level. This is thanks in large part to a fraught lead performance, with desperation etched across the protagonist's face as he hurls himself against the screen.

As other forms of media - most notably video game development - begin to confront the psychological cost of crunch time and poor job security, this depiction of mind versus matter kick-starts the conversation in film and TV circles.