It's not often we're left with our mouths truly agasp in front of the tele-box, but this is surely a week of discontent, as we turn our attentions to the recent Fair Trade advert from Cadbury.

Occasionally, when the intelligencia of the Ad world sit round a table for some blue sky thinking, messages are created that are both beautiful in their simplicity and relevant in their delivery. When the pseudo intelligencia sit down around, what might look like a very similar table, then often, to paraphrase a famous word to Houston, we have a f***ing big problem.

If you're a loyal twenty%er and have had a good ramble round our humble site, you'll know our perspective on the successful selling of beans, as opposed to cultural / social economic phenomena. According to Barbara Crowther of the Fairtrade Foundation, the ad totally captured the love of music, dance and community celebration that anyone who has ever visited Ghana will instantly recognise. According to Cadburys, one focus group member went as far as to suggest that the advert portrays life in a typical Ghanaian environment.

A typical Ghanaian environment? Would that be the fat-lip shaking and bug eyed buffoonery that a marginal percentage rise in revenue might induce? Or perhaps the idea that life really is one big party for the struggling cocoa bean producer?

What with consumers worldwide spending £1.6bn on Fairtrade certified products back in 2007, and with no doubt been another bumper year, your average Fair Trade deal amounts to what are effectively the crumbs off of a very, very big table.

And while consumers and marketers may appease themselves with this newest ode to conscientious consumption, we'll all do well to remember that economic independence and real fair trade practices, rarely come under the guise of a sticker. By finding authentic artists and authentic dancers, Cadbury seem to have embraced the authentic aesthetic, but totally missed the point.

All aesthetics and no substance may not make Jack a dull boy, but it does still leave him at the mercy of next years crop harvest.