Hasta La Creative!

I’m not sure Wayne Tile took the best approach in this new spot. The ad suggests it’s easier to shop at Wayne for fine tiles than to collect them yourself from around the world. Point taken. And yet, it links Wayne to the unsavory world of international drug smuggling, complete with swarthy third-world customs officials as agents of menace and a dopey American “mule” looking very troubled, as if he’d had too many duty-free chocolate bars—or seen Midnight Express and Maria Full of Grace one too many times. The best performer in the spot is the caged chicken, whose questioning sidelong facial expression is priceless.

—Posted by David Gianatasio