Fanta's refreshing idiocy

The late, great Neil Innes once sang "How sweet to be an idiot", and never have his words been truer than in this brilliantly wry spot for fizzy pop Fanta.

Playing out like a sportsperson-baiting, lifestyle-championing training-for-greatness spot, 72andSunny Amsterdam's Idiots Are Amazing instead chooses to spotlight real-life internet stars who challenge themselves in... er... different ways - be they snow-diving, wheelbarrow-flipping or something to do with being a giraffe on a trampoline(?).

Shot, by Biscuit's Jeff Low, with the kind of po-faced earnestness that only increases the delightful stupidity, this entertainingly daft film is a refreshing change from the Olympic-facing sporty numbers we see so much of.

“It’s been great working with a brand willing to rethink what their ‘purpose’ can and should be,” said 72andSunny Amsterdam Creative Directors Chris Colliton and Kevin Weir. “No one ever talks about idiots in a positive light. But after watching hundreds of hilarious videos from all over the world, it’s safe to say that some idiots are truly amazing. The world needs more of them.”