As the Cannes Lions International Festival of Creativity rapidly approaches, it is always fascinating to look at what is being heralded as the front runners for advert of the year.
Obviously it is all subjective and different ideas will resonate with each of us, however what has delighted me looking at some of the entries this year, is the range of topics and products that they cover.
It's not all beer, cars and who has the biggest budget, but instead some of the really important and relevant subjects like diversity, plastic waste and climate change.
Don't get me wrong, I love a Guinness advert but it does feel like things are potentially changing about what is important and what we are genuinely interested in.
The Cannes Lions International Festival of Creativity remains a cornerstone event for the advertising industry, even now, in its 65th year.