Ad of the Week: Idris Elba kicks off aspirational Purdey's campaign

Idris Elba is so hot right now. The star of The Wire and Luther has upcoming roles in The Jungle Book and Finding Dory, plus those Bond rumours won’t go away.

So, landing him to promote your product is a big deal - and Elba is fronting Purdey’s digital ‘Thrive On’ push. In this, the first of a series of short films, he explains the concept. It’s basically a load of vague aspirational guff: changing your own destiny, accepting opportunities, ambition, that sort of thing.

Elba should be able to raise Purdey’s brand awareness, though Britvic might do well to explain what exactly is in those funny little bottles - the drink only gets a tiny mention here. Still, the “platform” has only just begun, so let’s see what happens.