The Cash4gold ads are unashamedly tacky. They sell hard but clearly work in terms of getting people to call. They UK ads are direct copies of their US counterparts, but now with words like 'jewellery' anglicised and with English actors. Although in real England you'll be hard pressed to find a Geordie needing tickets for a European game...for Newcastle?...ha ha ha. The ad is functional and direct, if not pretty.

But who are we to carp if the ad delivers them the business they need? It's not what you might expect from Guinness or Sony but it's doing a very job to a very different target market. Are they obliged to produce a D&AD contender? No.

So what's the issue?  Isn't it more to do with morality and ethics? Are the ads not preying on vulnerable people in difficult circumstances? Would we accept personal loans being sold as hard as this? No.

Yet they are urging people to part with a potentially valuable asset in exchange for cash. Does that always make financial sense? Are the valuations always accurate? Not if you read some of the US shoppers' forums. And if you opt for 'Fast Cash' transferred directly into your bank account you have to accept the valuation they give. You lose your 12 day 'cooling off' period. There are other issues too, including the terms of returning jewellery if you DO change your mind. You certainly need to read the small print first, but how many people will?

Nothing Cash4Gold is against the law - High Street jewellers offer cash for gold too (although they don't come into your living room and entice you to do it)  - and I think it's fruitless to get involved in a debate about the creative quality of the TV ad. Just be sure Granny is aware of what she's doing before she sends in her antique wedding ring in exchange for a few pounds to pay for a birthday present.