Nemo, you're gonna die

Shots showcases the new spot for Orange, the first ad by its new agency Marcel. It’s all lovely and floaty and mystical and metaphorical, but somehow lacking in soul. You don’t need special effects to be dreamy and clever (e.g. Sony Bravia’s bouncing balls), but when you’re an awkward old git like me, logic sometimes gets in the way of just enjoying the view: Is that a freshwater fish? You can’t put a marine fish in a glass bowl, can you? Is that the ocean? Won’t the fish die? Aren’t those lights just like the ones the aliens used in The Abyss? Is this an O2 ad?