Rum Ad Pities the Catfish and Its Gazillion Wasted Taste Buds

Here's one commercial that sort of got away from its creators. And that's a shame, because the animated catfish in this Bundaberg Red spot by Leo Burnett, Sydney, Australia, is a nice catch. The creature is pleasingly cute/ugly, and anthropomorphized just enough to be endearingly memorable but still realistic. Likewise, its polluted underwater home—littered with discarded shoes, toilet seats, tin cans, plungers and such—is well realized. We're told that with 18 times more taste buds than humans—located all over its body, in fact—the catfish is the butt of "Mother Nature's cruelest joke," doomed forever to savor the detritus of civilization with its fins and face, while we get to enjoy the smooth flavor of the Diageo rum brand.