A dystopian vision of the future. Very bleak, very pretty, very powerful. It follows 'Back to the Start' of 2011. 11m views since September.

The reaction has been very strong on Twitter but, interesting, mostly from industry types saying 'this is the future'.

No one, though, is missing the central complexity that it is very difficult for a major organisation to 'spend big' on these kinds of campaigns while taking an earthy 'down with the little guy' position. (See this interview with the Founder Steve Ells for a more straightforward take on that).

Either way it is an extraordinarily good piece of brand positioning.