Twelve months after mobilising snowflakes, binge gamers, phone zombies, etc., the Army switch focus to millennials suffering from low self-esteem. The solution, of course, is a stint in the armed forces, which has naturally drawn mixed responses.

Parents whose sons and daughters have died in conflict, for example, have accused the Army of deceiving impressionable young people. Others have quit their roles due to low wages and, perhaps surprisingly, sheer boredom.

The protagonist of this compelling 60” film, however, sees the Army as an escape from confidence hacks like social media, personal trainers, or a night on the tiles. Astute casting and clever sound design turn these quick fixes into hostiles.

This may chime with those keen to ditch increasingly hollow pursuits in favour of something more structured. Needless to say, top brass hope this turns the tide of an increasingly daunting recruitment battle.

Another thoughtful ad for HSBC explores the concept of home and what it really means. Spokesman Richard Ayoade is a level presence, as ever, bringing enough gravitas to his delivery to really make ask, "Is home where we're from, who we love, or how we got to where we are?"

It's a question which used to have an easy answer for many Brits, a workaround from the internal politics of hometowns and adopted cities - they're from Europe. Now that answer is in jeopardy, this campaign feels more timely than ever as it touches on immigration, community, and emotional contentedness.

In addition to these philosophical ponderings, it's an attractively shot piece of work which travels seamlessly from one vignette to the next. Director James Rouse keeps things pacy and visually playful while giving us enough time to consider the question ourselves - where are we from, really?

The Buddhist practice of tonsure - the ritual shaving of the head and face - is part of the ceremony involved in becoming a monk. While little-seen in these parts, Thai culture considers time spent as a monk as one of the most important events in a man's life.

That’s the premise of this engrossing ad for Gillette, who aim to show how their brand - in this age of subscription razor services and beard worship - still carries weight around the world. Hence our trip into the Thai jungle.

Director Coral Amy Brown explores the emotional weight of the event for one family here, as a father looks back over his son's life before the ceremony takes place. The father's pride and love for his son are clear even without subtitles explaining his words, tone alone conveying his nostalgia for the boy he was and hopes for the man he is.

The reminiscing is interspersed with the son's ritual journey to the ceremony, and the emotional release as his father participates in shaving his head is clearly heartfelt. This is a beautiful piece of work from Gillette , and elevated far above the usual stuff we see in this sector.