David Bonney

A middle-aged man plays a tape cassette: 'Son, I know it's many years since we talked. But, as you may know, I am dying and I won't get a chance to see you.

'I wanted to tell you I'm sorry ... and I love you.'

The tape ends. The man cries.

You can rely on Maxell tapes.

A dying man chooses Maxell tapes for their reliability, because he will not get a second chance to say goodbye to his son. Brilliant. Moving. Possibly the most emotional part of your day so far. Possibly causing you to reflect on your own relationships with your parents or children. And it is only a script ... the finished ad might have floored you. And what is more, all that meaningful experience brought to you by Maxell tapes.