The world of advertising's coming to terms with the dismissal of leading agency Ardaby Wanklyn Chilvers after they produced what's described as 'the most understandable perfume advert ever'.
Their campaign for Chanel featured a blonde model with the strapline 'Wear it - it smells nice'.
However, despite a surge in sales, industry reaction to the campaign was largely negative, as it broke the unwritten law of making perfume and fragrance adverts as incomprehensible as possible.
"AWC must have thought they were breaking new ground with the advert, but what the industry expects and what our clients want are campaigns that entice by being difficult to understand, with graphics that have no relevance to the product itself." Ian Ridgers from the Institute of Advertsing told reporters.
"True, sales might have been impressive, but does a leading brand like Chanel really want their products bought by people who aren't in the loop of insanity that a regular adverts appeals to? I think we now know the answer."
In a statement, AWC said they respected their client's decision to withdraw the contract, thought to be worth £5 million, but the firm said it would mean that the team behind the advert would be having their annual christmas cocaine bonus would be withdrawn.