As advertisers battle against one another in the endless pursuit to conquer consumer engagement, it's likely they agree on the power that narrative and humour hold.
And what better way to re-inforce that very notion than with Toyota Puerto Rico's latest Yaris spot.
It seems our international friends have a penchant for a good old fashioned story of friendship, especially when it involves a furry cyclops creature that stradles the line between adorable and just plain obscure.
Albeit a short-lived story of friendship, it's narrated well through a punchy soundtrack and engaging graphics that almost make the viewer forget they're actually watching an ad.
Created by Badillo Nazca Saatchi & Saatchi with production by Salado Media, there's little to dislike about this ad. The only disappointment, really, is what happens to the cute creature at the end - for its sake, not ours.
And like any good story, you'll just have to watch it to find out.
What do you think of the campaign?
Follow @AdNews on Twitter for breaking stories and campaigns throughout the day.
Have something to say? Send us your comments using the form below or contact the writer at amykellow@yaffa.com.au
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.