"The brand is used once in the subtitles (and Chanted), the bottle is reproduced by the human crop-circles, but overall there is remarkably little screen presence for either the product or the brand logo. So Carlton should not assume it will capitalize on the buzz from this spot."

Judging by that logic, the Mac vs PC ads are a complete failure since the product never even appears. But Microsoft obviously believes otherwise, or they wouldn't have made an effort to try to counter the campaign and stop the slowly, but surely eroding market share that these ads have helped inflict on MS.

And surely the Effies that the apple spot has garnered, are complete bullshit.