I bet you haven't heard all the excuses.

I see this is back on air. It's not a bad ad in fairness. Comprehension is very clear. There is a story and I'm sure there is no doubt after the first watch what this is about. Job done.

Wouldn't it be nice however if they built on this? And asked consumers to suggest their own excuses? There is an element of fun or cheekiness in this already. They get it - we don't like to pay. So why not have a bit of fun.

At the moment, this is the classical one-way message from RTE to us. But it could be more. How about we text in our excuses, and the best ones are used in future ads or the one with most votes get their TV licence paid for?