5. Volvo, The Epic Split (2013)

A fifth ad that goes hard

It has become hard to think of something to write in this space every fortnight.

I’d thought that I could achieve this modest task with discipline and self control.

Because that’s how you get things done!

You practice a skill until it becomes muscle memory. Until it’s so embedded that you have total control over yourself and your environment.

You keep doing that until you realise that you are an idiot and have zero control over anything.

Then you take a rest and watch some YouTubes.

Then, after that, you accept that it may take the rest of your life to build the confidence it takes to just write the truth and know that whatever comes of it — even if the trucks you’re balancing on diverge and tear you apart, perineum-and-arsehole-first — that was exactly what was supposed to happen.

Who can say where the road goes?
Where the day flows? Only time.