So it's cheers to great British beer advertising.

My goodness, how depressed I was when I turned onto this flat footed piece of creativeness in the Waitrose magazine.

An overused pun, a typical product shot, a white background, an expected piece of dated typography, how much more stereotypical can one get?

Is this all Stella have to show after their celebrated and award winning million dollar advertising campaigns of the past?

And also am I right in thinking that the "head" of a glass of lager is part of the joy of that initial ice cool sip?

Or have I missed a trick, does it consolidate their position of Stella being "re-assuringly expensive"?

When I think and remember all the fantastic beer advertising campaigns that have graced our TV and press over the years, this sadly, reminds me of how creatively less experimental we are in this country today.

I loved "following the bear", I preferred a bit of "no nonsense", but this...... leaves me high and dry!