South Africa, May 12 -- Touchy feely

Because, in the harsh light of day, the number-crunchers - and maybe a hardcore salesperson or two - could have come up with some solid arguments about why the ad should not have been made and why, in strict bottom-line terms, it could turn out to be a waste of money.

After all, what business has a beer brand - one of the ultimate symbols of machismo - got getting all touchy-feely with a Mother's Day spot? How on earth will this persuade the guys to buy more Carling Black Label?

The way advertising has been going over the last five years, where budgets have been crimped and everyone involved in marketing is being squeezed to go down the retail/call-to-action road to push volumes, this work stands ou...