This spot from ad shop Rothco for 98FM doesn't communicate much information about the radio station. We learn nothing of its programming, personalities or format. Since the broadcaster's in Dublin, Ireland, I'm guessing they play U2 and Van Morrison fairly often—and probably read soccer scores. As for the commercial, let's just say that when a seal appears at your feet in a puff of smoke and says "I'm a metaphor for 98FM" in a bizarre Spanish-sounding accent, it holds your attention. For about 30 seconds. Well, more like 15. I wonder how that slippery fella would taste slathered in tartar sauce? And don't get all offended—his kind would fry us in batter and have man-pie for lunch every day if they could. Now that they've acquired the power of speech and learned to take the bus, it's only a matter of time.