I do my best to avoid advertising of any kind. Most of it is boring, too loud, varying degrees of dishonest – and did I mention boring? But this evening I actually went looking for an ad.

It’s a five-minute movie produced for American Express that features Jerry Seinfeld hanging out in New York with Superman. The film is very creative, very funny and you don’t even know it was sponsored by AmEx until the very end. Even then, the selling is low key and integrated into the story. If more TV ads were like this I might not speed through them on the TiVo.