Forget the Super Bowl; this South African spot for Bell's will bring a tear to your eyes, in the spirit of the best feelgood movies. It's the story of an elderly man who can't read, but is determined to read a book he's just bought in a bookshop (and it's no spoiler to say you can kind of guess already that there's going to be a personal connection to the author). He teaches himself to read via an adult literacy class and we watch his journey from struggling to read the alphabet to finally reading the entire novel. Set to an uplifting music track, it's utterly heartwarming; particularly the final reveal, in which the tagline is "Give that man a Bell's". The agency was King James, Cape Town, and it was directed by Greg Gray at Velocity Films.