The most realistic 'where you'd rather be' campaign

As the hottest and most important man in advertising, Don Draper (soz, Charles Saatchi) once said: "Advertising is based on one thing, happiness." And as we all know, ye olde  'From Where [or, Who] You'd Rather Be' is a long-running reel-'em-in sales trope. 

For example: model lays on a sun-lounger next to azure-tinted water; model jumps on her bed in lingerie, without a care, while sheer, white curtains blow through her hazy, sunlit window; model cooly rides a Vespa through the cobble-stoned streets of a European city to meet a mysterious, dark and handsomely bearded man on a bridge. We know it's designed to spark desire, but we still buy into the dream Every. Single. Time.

But in this refreshingly real video campaign by artful New York textile brand ace&jig, the selling point is the very modern desire to switch off. There's no island holiday or plump lips, lashes and hair, but cancelled plans, an ignored phone and some of life's simple, slower pleasures – smelling the flowers, making like a sloth with room service and pay-per-view, staring into the sunset and diving head first into a pool naked.

This uniquely relaxing campaign is for ace&jig's AW2015 collection and features artist Ally Marzella.