The move

Three men in dress shirts and ties stand on a plaza in front of a restaurant awning. The one in the centre tips a green carton back to chug it with an arm thrown up like a rock singer, while the other two hold cartons. A giant "CIGS" type slam appears in the video.

Why it works

• Our readOffice clothes against a rock-star pose make the shot read as a joke before any copy is read, and the plaza setting places it in a workday.
• Our readThe single word CIGS sets up the smoke-break comparison without a sentence, which leaves the idea for the viewer to complete.

What not to copy

Don't copy the cigarette reference or the irreverent tone unless your brand already talks that way. Keep the staged scene, a recognisable social habit swapped for your product, and one word of type.