Douglas Avery and agency Kunde & Co send up the most expensive ad ever in "Loafer," a goofy, poor man's take on Guinness "Surfer" for EB Pilsner.

Four punters hit the East London beach on inflatable "lie lows," pitting themselves against the waves, inflatable water horsies and ultimately their own slap-happy, plumber-butt tomfoolery. After some splish-splash, the lead loafer is chased out of the water by his mates and has his trunks yanked off. The tag line admits the makers of EB Pilsner spend their money on making great beer, implying their ad spend is not a priority. Shot on digital video, Avery created an intentionally "crappy" look with a few extra subtexts.

"There were gratuitous butt shots, since we were taking the piss out of 'Surfer,' I wanted to throw a little homoerotic stuff into it," says Avery. Perhaps not coincidentally, the spot was edited by Nick Lofting of Sam Sneade Editing, London. Lofting assisted in cutting "Surfer" for Jonathan Glazer and AMV.BBDO.

Lofting, currently cutting his first feature in Wales, describes the edit: "At the time of cutting, Glazer was in cutting a Wrangler ad and we didn't know how he would take it, but one day I had a few beers at lunch and said come and have a look at this. He thought it was great and took it as a compliment more than anything else. The tricky thing about it was, spoofs are funny if they are close to the original. So you forsake better takes for the one that's closer to the original." BJ Cunningham, managing director of Kunde & Co in London says the ad was made for nearly no money, which led to the ESP (emotional selling point) from creatives Alan Cinnamond and Sandy Parker: "If you haven't got any money, you are authentic and real."

Web.files

Corporate Religion> www.corporatereligion.com

Kunde & Co> www.kunde.co.uk