OK, I admit it, it's taken a while for me to latch onto the potential behind Peter Moore's advertising campaign.

I'm now a convert (Shawn, you win). This absolutely, freaking, rocks.

The Jump Rope and Water Balloon adverts left me feeling: “err, OK, but what did you actually tell me about the product?” But that's not the point.

I guess I'm too “type-A gamer”; too “get to the point”; too “anti-Madison Avenue”. But I see the light.

He's taking on Sony at their own game.

And he's winning.