This surreal spot for British coffee brand Taylors of Harrogate aims to recreate what apparently happens in your brain when you drink great coffee. Shot by top director Frank Budgen (known for his twisty takes on his subjects) through Beattie McGuinness Bungay, it's the brand's first-ever TV ad. According to the company, it aims to "shake up the stale world of coffee advertising."

Set to what sounds like birdsong (in fact it's a mid-19th century song called "Listen To The Mockingbird"), the whole ad revolves around whirling abstract images, patterns and lights.Only at the end do we see the packshot and the strapline, "Welcome to Coffee." It's certainly different for the category -- and if coffee really does that to your brain, we'll go on taking it (sorry, drinking it).