At first glance this appears to be an ad about two friends hanging out, but then the twist comes and at first I was, “Huh?”, but then it cut back and I was, “Awww.” It’s a great concept and extremely well executed by BBH London. My only quibble would be that the tag applies more to the concept than to the actual product. But I don’t care because they’ve managed to craft a memorable spot that has details you can only catch the second time through. It’s impressive how much of a story they were able to fit into a 60 second spot. Check out the full credits at AdWeek.