Media: Good Ad Bad Ad-Leagus Delaney BBC

In which a leading advertising expert picks some of the best and worst around. This week Dave Buonoguidi, joint creative director, St Luke's, on television commercials high and low

The first version I saw of this was very long; it seemed to go on for about four minutes. It features singers from Bono to Tammy Wynette to Lesley Garrett, each singing a line from the Lou Reed song, "Perfect Day". Lou Reed himself sings the last line.

There's been a lot of debate about whether this is an ad or not. There are people who think that ads are only really ads if they're selling something, but I think this business is simply about communicating with people - in this case, communicating the virtues of the way the BBC is funded. I remember we did something here a couple of years ago, trying to get people to stop dropping litter, and some people got very upset about it.

As a piece of film, I think it's a little bit sluggish, but I like its concept - the confidence of getting together some really interesting people and putting them all on TV for four minutes. It's really nice to see something so big, and something that makes you want to join in. When you've started watching it, you can't stop. I'd struggle to think of any other ad that would make you feel that way.

And I really like the music. It's quite weird, really, because a few years ago Lou Reed was virtually Satan's son, and now here he is on the BBC. It's a good track, and it makes it quite an emotional bit of television. It gives you something you're normally hard pushed to get on programmes, let alone adverts. There's so much rubbish around, and this stands head and shoulders above it all. It's a good example of just going for it - going big - rather than playing it safe. And I've spoken to a lot of people who are either singing the song or talking about it.