The striking thing about this moving examination of infertility is the way it demonstrates that online communities can be a force for good.

The testimonies we hear from a variety of people - mostly but not exclusively women - about the way their lives have been blighted by the difficulty of conceiving are linked by a number of common themes and one of the most powerful is the sense of isolation they've felt. So much so that the harmless joy of someone's else's pregnancy becomes a doubled-edged sword as it provides a reminder that it isn't yet 'my turn'.

The online forum established by author Izzy Judd after 'Dare To Dream' - her memoir of fertility treatment - was published, has been a huge source of comfort to the women who participated in this film... and - we assume - to many more besides. Simply finding others who are in the same predicament can provide a huge release and - at a time when every story about online communities seems to involve hatred and violent plots - it's massively gratifying to be reminded that there's another, more positive dimension.

This amusing ad for Eve Sleep - the purportedly revolutionary memory foam mattress which claims to eliminate restless sleeping - shows the consequences of not getting a decent night's kip.

The symptoms of being 'sleep poor' are demonstrated by a tired man who makes a hash of his morning and scoffs cake while his cat looks on, perturbed by its own offering of coffee beans instead of kibble. There are some smartly judged comedy beats in here, including a well-timed gulp from the nervous mog.

Eve Sleep's USP is that it offers only one mattress rather than an endless variety of options, and promises your money back if you don't 'join the sleep rich' after using their product. This ad is far more eye-catching than their previous fare, and is sure to make insomniac viewers take a second look... if they can keep their eyes open.

After their last Samba-heavy, uh, misstep, Tena have stepped their game back up with the return of their laissez faire campaign. This time the French minx not only ruthlessly breaks her fiancé's heart to demonstrate the absorptive powers of Tena, but we - gasp - actually see a real life sanitary product in an ad. The classy clip maintains the distinctive humour we've come to expect from the brand, bien sur.

For products like this, we often expect to see an older woman cast as spokesperson but it's a case of 'damned if you do and damned if you don't'. Casting a younger, glamorous woman - as they have in this campaign - can feel as though it's increasing the invisibility of older women but casting an older woman can underline a stereotype. So, we say: cast who you damn well please!

Visa serve up an excruciating hunt for cash in this summery ad. Assuming he has to pay his cafe bill in the local currency, a hapless holidaymaker hesitates before taking the plunge and reaching for his dosh.

In an astute portrayal of the elaborate lengths tourists can go to in order to conceal their valuables (no family jewels jokes, please), the bloke unzips his trousers and - maintaining eye contact with the unfortunate waiter throughout - delves into the murky depths to fish out the necessary coins.

Director Sam Hibbard has the vibe spot on here, letting the secondhand embarrassment play out with shots of silently disapproving locals which only intensify the awkwardness. The final shot of the waiter laughing hammers the message home: next time, pay by card. Preferably contactless.