You know how, every New Year, we are inundated with sofa sale adverts? And they always suck the big one? They usually feature Mr and Miss Average grinning inanely and falling back in slo-mo onto a hideous red leather corner unit. That's not how you sell sofas. Watch Bar Refaeli on her sofa. It's all about The Dream. You watch, and later you dream of her. And when you dream of Bar she is on the sofa, which you now have to have in your life. Because if you get the sofa you might get Bar. That's how it works. It's pathetic, it's sad, and it's a lie, but it's how advertising works. Dare to dream. Aim high. Feed the lie.