Will Wightman's Ore-Ida spot is anything but predictable

Surreality in advertising has been around since Dali and Magritte imagery hawked Shell and Ford products, but it can often feel like the absence of an idea rather than a grand insight itself.

However, every so often, a spot comes along that marries the concept of the unusual with the essence of the product itself, and rarely is it realised as wonderfully (and as practically) as Will Wightman's Deliciously Predictable for Ore Ida.

Taking the concept of tasty oven chips' reassuring predictability, the Johannes Leonardo-created spot takes viewers on a journey through increasingly eccentric scenes, including a tree that loves to paint, a mermaid fretting about a date, and a TV weatherman who's best mates with his shadow.

Key to the film's success is the BlinkInk director's use of practical effects, with incredible make-up SFX, ingenious set transitions and mighty matte paintings giving the whole piece a tangible quality, despite the peculiarities of the content.

Coupled with a catchy tune (written by Wightman in collaboration with Major Tom Music) and a splash of 2D animation, this colourful carnival of oddities is unpredictably awesome.