Apparently there's a recession on, but you wouldn't know it to look at the latest Currys ad.
It doesn't talk about price, or any kind of offer, or money at all. That's brave, you may be thinking, not forgetting that in our world 'brave' is a euphemism for 'insane'.
The insanity consists of a washing machine, which goes into a box, which turns into a lorry, which, we are told, delivers at a time that suits customers, not Currys. It's fine but unremarkable, partly because the soundtrack resembles library music that was actually written by a librarian.
But right now, when most retail commercials are shouting about price, it feels oddly reassuring to find one that isn't. More so since it comes from Currys, itself no stranger to the screamed offer. If it is staying calm, maybe the world isn't falling apart.
Not for one second do I blame anyone for focusing on price, price, price (lets face it, for many the issue is short-term survival), but daring to put a bit of cash behind something appealing, but a little bit different, may be as sound as an investment gets right now.
In today's marketplace great prices might get you parity, but what's going to set you apart? This feels like the way a confident brand should behave, and maybe a commodity as rare as confidence is particularly appealing when, from Dubya downwards, a kind of paralysed bewilderment appears to be this season's look.
More importantly, there just might be some people out there who still put value on a bit of service to go with that unbelievable offer.
So hats off to Currys for being smart enough to zig while everyone else zags. Its commercial will continue to be noticed, not because it's particularly good, but because it remembers that, even today, things other than money still matter.