Am then times in my imaginary wine cellar
Eye-rolling guaranteed: The British online wine merchant Laithwaite's draws attention to its wide range of products in a skillfully unfunny way.
No wine cellar available in your own four walls? That's not so bad. If it's up to Laithwaite's, it's easy to imagine one. In a commercial, the online retailer has its customers pretend to descend into a wine cellar behind a piece of furniture, only to emerge with a good drop. The message: "Get that wine cellar feeling with Laithwaite's."
Although the imaginary-staircase move is not funny in real life from about the age of 10 - with the exception of isolated pity laughs (see picture below) - the cinematic realization by the British agency Rapp is very amusing and successful precisely because of the ridiculousness of the plot.
