Some ads, you just want to watch.
The ones that will make you unmute the telly, or stop fast-forwarding through programmes you've recorded – the ones that make you almost excited for the breaks, rather than dreading them.
And this effort from Fáilte Ireland, which has been on the airwaves just over a fortnight, is one of those ads.
Focused on Ireland's Ancient East, and set beautifully to Conor O'Brien's unplugged version of 'That Day' from Live at RAK, the 30-second cut has charmed TV audiences everywhere.
Fair play to @Failte_Ireland - the TV ad for Ireland's Ancient East is superb! Emotive and powerful ????
— Kevin Kent (@KevinKent) June 12, 2016
Lovely ad for Ireland's ancient east @Failte_Ireland
— Paul Flynn (@paulflynnchef) June 16, 2016
— Ciara Breathnach (@CiaraBreath) June 22, 2016
— declanfahy (@declanfahy) June 16, 2016
The 90-second version will leave you even more enraptured – and it's also a solid reminder of how much history, folklore and magic we boast on this little island of ours.