I rarely watch television. If I do I am the one who gets excited when everyone else leaves for the fridge: I watch for the commercials. But things have changed. Maybe I have been absent from the T.V. screen for too long, or does every commercial these days look like a self absorbed outreach of a failing Creative Director to do something unique to win themselves an award, because most of the ads don’t make any sense, they do not reach their target and they feel like they tend to forget their own purpose. And then my dear friend, colleague and client Uwe sent me this commercial for Monster and I have hope again that there are still some Ad Agency Creatives out there who care about the results, and by that I do not mean an award on the shelf.