“In his whole life, Average Joe waits two weeks for a traffic light” is what this commercial is creatively trying to tell us with a guy in his car eating from a can, pissing in a bottle and washing himself in the rain. It’s nicely done by KesselsKramer and should direct people to a website called jachtopjanmodaal.nl (hunt for Average Joe). On this website you can upload a picture. From all the pictures a portrait of Average Joe will be created at the end of the campaign. You can also fill out a list of questions to see how normal you are. And if you’re asking yourself, why the f*** should I do this? Then the answer is: it should make you curious to visit the exhibition Niet Normaal (Not Normal) in the Beurs van Berlage (the same venue where Eurobest Amsterdam took place two weeks ago). This exhibition answers the question ‘what is normal’ from an artistic perspective. Here’s an example of one the striking pieces, called übermensch created by Jake and Dinos Chapman.