One of the proudest moments of my career was being in the theatre when this spot was shown at Cannes. I’d already seen it, of course, so I went down front to watch the audience.

There’s a moment in the spot when people suddenly realize what she’s putting in her mouth, and at that moment the entire theater recoiled in horror, gasping almost in unison.

It’s a nice reminder that a simple message, delivered simply, can be extraordinarily powerful.