“0% Concession” [00:30]# A well made spot for alcohol free Tourtel brand beer. While we watch a man collecting his pay, driving down the road and going to a pub, supers flash on the screen indicating percentages (e.g. “20% honesty” with the image of his boss handing over the cash, or “50% blonde” with an alluring bombshell flirting with the protagonist.) When Tourtel malt beer is shown the super tells us that it is 100% pure malt and 0% compromise. (Note: The lighthearted spot plays to the strains of Gerry Rafferty’s “Stuck In The Middle With You,” a choice of music that reveals that the creative team either have a rather perverse sense of humor or are sadly ignorant of Quentin Tarantino’s “Reservoir Dogs.”)