Have you seen Duval Guillaume's latest ad for Alfa Romeo yet? In it, they show a filmed story of how they lower a poster to the lowest point on earth (which it isn't by the way), to make a point about low prices. Oh, hardy-har, isn't that clever. No. It's a long way for a drink of water, and the only way it'll spread (as the agency hopes, I'm sure) is if the punters believe that they actually did this. Watch the film.