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It may not be Honda "cog" or boast 250,000 balls tumbling through the streets of San Francisco (with no CGI), but E4's promo for the Cate Blanchett film 'The Gift' certainly is an eyecatching piece of advertising. It draws the viewer in as a completely serious film promo before delivering one brilliant gag as powerfully as the sledgehammer blow featured in the spot. Although Tom Cruise might fail to see the amusing side of the punchline...