This poignant film from Anthony Nolan draws attention to the vital importance of the charity's work with stem cell donors. A woman finds herself trapped in stasis - always the bridesmaid, never the bride - as she waits for The One to come along. However, wedding bells are the last thing on her mind.

The story plays out delicately here, with lovely performances coaxed by director Jamie Rafn which clue us in to the fact this isn't a match made on Tinder. In keeping the narrative widely relatable until the reveal, the film becomes a powerful reminder that needing a donor could, unfortunately, happen to anyone.

Emotional without feeling manipulative, this ad deftly tugs on the heartstrings and leaves the audience uplifted - buoyed with the knowledge that they can help foster other such happy endings by supporting the advertised charity.

Boots still haven't forgotten Protein World's controversial 2015 campaign that asked punters if they were "beach-body ready", and they're determined to show attitudes have changed (or are changing, at least) with their annual summer effort.

The ad depicts two women who are unimpressed by an airport ad starring a bikini-clad model. Rather than wheel their suitcases back home, the duo decide to jet off and celebrate their respective body shapes instead… and, er, sing a loose cover of Diana Ross's ‘I'm Coming Out' into the bargain.

Needless to say, this updated version won't be everyone's bottle of sun cream. The ad's vibe is appropriately carefree and sunny, however, and there is a naff pleasure to a rallying call like "throw off the big sarong".

Fast fashion label Zalando encourage customers to dress purely for their own pleasure in this kooky outing. A pair of stylish individuals - or fashion victims, depending on your taste - kick-start a beach holiday with a difference, as they decide to turn the nearby beach resort into their dancefloor... and take the old adage 'dance like nobody's watching' literally.

Thanks to the sequence's carefree pace and offbeat soundtrack, unabashed shopping has rarely looked or sounded more appealing. The couple's unconventional moves and quick costume changes are offset well by the bewildered reactions of those around them, while the joyful old lady on the verge of joining in is a nice touch.

Mind you, we doubt members of the sustainable fashion brigade will be quick to join in with this poolside hoedown. Let's see how brands such as Zalando manage to, well, stay in fashion as clothes shopping patterns shift.

Anyone who remembers the days of windscreen-mounted, satellite-losing, buggy GPS units will find this amusing Aussie ad from Kit Kat all too relatable. A pair of rugged frontiersmen get thoroughly lost while transporting a convict to jail, though not for lack of trying to find their way.

The premise is ably realised by director Dave Wood, who accompanies every wrong turn and frustrated sigh with ironically rousing music and increasingly hapless attempts from the map reader to insist that they're not lost. Lovely performances (and a well-timed cyclist gag) round off this dusty comedy of errors.