The Need

I love this ad, however I think its too long. I imagine myself at a stoplight and turning up the radio to immerse myself in the pleasant sounds and storytelling, however I can also imagine myself speeding to work going 70 and trying to pass those who are going a bit too slow for my taste. This would surely cause me to block out whatever soft spoken and drawn out message I'm meant to hear, because at the time I care more for the traffic ahead of me. That being said I do believe that if the ad were shortened up I could give my attention to the full message and that would increase the effectiveness of the advert. I do not listen to radio outside of my car though, perhaps this would be better suited for a slower paced setting. I love it, but those were my concerns.