I, as indeed most of us, have been exposed to various conceptual justifications for the now very well-known Scotia tag “You’re richer than you think”. But none so apt and so common-sensical as the latest TVC from this A-category bank. This TVC is a candid-camera take-off on viewers to a movie being told at the ticket counter that it’s all free….they don’t need to pay anything at all. Excellent story, well-narrated, with 100% authentic consumer reactions to the free offer. And then, of course, the whole thing is topped off with the cherry of a line “You’re richer….”. Good job – whoever did this!