Once upon a time, Wes Anderson made a short film called 'Bottle Rocket'. It was the basis for his first full-length feature, a film I still watch again from time to time when I need cheering up. If you saw 'The Life Aquatic', and you're wondering why anyone would give Anderson money, watch 'Bottle Rocket' and all will be clear.

Now, he's done an American Express advert, which is just brilliant, whatever you might think of American Express ads. It certainly undoes some of the damage inflicted on his rep by 'Aquatic'. Maybe two hours of this kind of whimsy would begin to tell on your nerves but in nibbly chunkette form, he suddenly starts making sense again.

But, Wes, listen to your own words; "First, think of a good story!"