McEwan’s “I like/I hate” [00:30]# A sweetly surrealistic spot that illustrates a young man’s likes and dislikes. “I like the kind of food you see in cartoons,” he says and we are treated to a speeded up sequence of him gobbling up a plate filled with what looks like a mountain of porridge with sausages sticking out. “I hate walking into cobwebs,” he says, and we see that he’s obviously done just that. A puppet spider appears and , in slightly miffed tones, complains, “Hey, all of us gotta live somewhere!” Draughtes he hates, he concludes, but he likes McEwan’s Export.