“The Long Lost Barrel” is that rarest of things – an ad with a really good use of voiceover. Most voiceover distracts from its ad rather than complementing it, but it can be used well and creatively. In this case the narrator’s over-the-top reverence is a great parody of self-important ‘brand heritage’ stories in the alcoholic drinks sector. The voiceover here cues the audience in on the fact that this is a comedy ad – so pre-empting any negative reactions – and, of course, provides the punchline at the end. A great spot that deserves its place on top of our US list.