This is a really strong spot. A tight little concept built on solid universals. Still – I can't get descent 3G coverage if there's a damn tree in the way. Or a breeze.

Jim is a father, husband, copywriter and founder of smashcommunications. You can find him on Twitter @smashadv

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Jim Mitchem

Writer. Father to daughters. Husband. Ad man. Raised by wolves. @jmitchem on twitter. First novel, Minor King, out now.