When the former Abbott Mead Vickers/BBDO team of Tom Carty and Walter Campbell set out to expand an ad poster into a commercial, little did they know that they were going to ride the ultimate wave with one of the most envy-inducing spots of the last decade.

Perhaps director Jonathan Glazer's most notable contribution to the ad scene, this black-and-white film is pure visual poetry; as the surfers patiently anticipate their next run its not hard to get lost in each impeccably wrought frame from the opening shot of the Surfers anxious mug, to the climax of horses and boarders as a unified wave-riding armada.

Add to that the syncopated pacing and carefully executed sound, as well as the Guinness guys pounding spoken word voiceover and the seamless over-the-top effects, and the result is an example of what can come of a great idea, inspired craftsmanship and risk-taking collaboration.