One of my favourite things about the Olympics is the ads. It makes me wonder: if it’s possible to be so evocative or funny or inspiring in only 30 seconds, why can’t they make all ads that way, all the time? But I suppose we could ask the same thing of longer storytelling forms, too. If it’s possible to make them great, why can’t we make them all that way?

If you have the answers, be sure to let me know.

In the meantime, here are two of my favourite ads of the season so far: