I was showed this Carlton beer ad. You've probably seen it. If you haven't I know you'll thank me for sharing it.
Not only the genius inciting incident - the cops and robbers happen to be in the same bar.
The brilliance of using the cultural treasure box and messing with it. Who in the Western world (and beyond) isn't familiar with police car chases in Hollywood cinema, and those slo mo clips down the steep hills of san Fransisco?
it might be another riff of deadpan manliness in response to the creep of metrosexuality etc, but I think it show that if you have ad this good, who cares?