These days, I am starting to differentiate between two things: Client intentions and capability of carrying out such intentions. All clients want kick-ass campaigns, when offered such a camapign, they tone it down to - well, what Sohat has done. You see, there's nothing wrong with it. And that may be the problem that there's nothing wrong with it. Just like the content of the bottle it advertises, it is "incolore, inodore" French for bland. And the line "from our source to your bottle". Again, too safe to be noticed.