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A childhood belief about adverts

There used to be an advert for St. Ivel Gold (a kind of buttery spread). And it used to end with a shot of the top of the tub. Then a knife came across and in one simple move from right to left, the spread became shaped into the name of the product. I used to spend ages trying to do it and could never figure out why it only flattened the spread further.

— Geoff

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