Party election broadcasts can be an important way for politicians to connect with voters who don't tend to follow the daily cut and thrust of politics.
In these short advertisements during the Stormont Assembly election campaign, we get a condensed look at where parties stand on key issues and their pitch to voters.
Parties have become better over the years with these broadcasts, with viewers less exposed to stilted statements down the lens of amateur camerawork.
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But it remains the case that some are more successful than others. Here is my review of the party election broadcasts for Stormont's five main parties:
DUP
Strangely, it begins with a close-up of someone stepping out of a car in darkness coupled with ominous music.
Thankfully it's only DUP leader Sir Jeffrey Donaldson as the camera pans out and the guitar strings become more jaunty.
He is going for a mountain trek with some party colleagues, presumably not intended as a metaphor for recent party struggles and a rocky road ahead.
The DUP is back with another "five-point plan" but Brexit's Protocol is only fourth on the list, suggesting a rethink following feedback on the doorsteps.
It's all sounding quite positive before literally descending into breathless warnings about Sinn Féin's "divisive" border poll plans, as Sir Jeffrey appears to make his way down the hill alone after marching everyone up it.
Some odd choices here. (6/10)
Sinn Féin
John Finucane must be performing very well in focus groups because it almost entirely centres around the North Belfast MP - someone who isn't even standing in the election.
The solicitor reminds us of his cross-community background, being a proud republican with relatives who are unionist or neither.
It all feels very Alliancey, and deliberately so as Sinn Féin seeks to talk up its diversity in a bid to encourage vote transfers.
Ambitions for an Irish unity border poll are relegated to vagueries, with Mr Finucane saying: "Whatever we do in the future we will do it together."
And counteracting DUP warnings of a Sinn Fein First Minister, Michelle O'Neill gets just nine seconds at the end.
The "time for real change" slogan may leave some wondering what Sinn Fein has been doing jointly leading government for more than a decade.
But nonetheless, another polished broadcast from Sinn Féin's tightly controlled PR machine. (8/10)
SDLP
Repurposing footage from its recent annual conference, the SDLP portrays a sense of vibrancy as the party hits the campaign trail.
Set against an indie-rock soundtrack, there is lots of energy on show and plenty of smiling faces from their election candidates in scenes from the rally at Seamus Heaney HomePlace in Bellaghy, Co Derry.
It mostly works, although it jars that the reused footage of speeches from SDLP leader Colum Eastwood and deputy leader Nichola Mallon are aimed at the party faithful rather than voters.
However, their words hit key talking points for the party including the cost of living crisis, and recent successes such as an Assembly bill tackling period poverty.
And some lines such as, "the hot tempers at Stormont don't heat a single home," are worth a second outing. (7/10)
UUP
Slight tweaks aside, this is a re-airing of the UUP's party political broadcast from its annual conference last year.
The film caught attention the first time around by eschewing politicians in favour of a diverse range of people going about their everyday lives.
All of this is set to a very catchy, specially commissioned song based on Ulster Unionist leader Doug Beattie's recurring mantra, "A Union of people."
While this worked well as a pre-conference broadcast, it does seem strange pre-election that even the party leader is given so little camera time. Mr Beattie is relegated to a cameo appearance on a bus stop advertising board.
However, it is a bold choice that sets clear blue water between the UUP and other unionist parties.
The positive scenes are a million miles away from the angry, uncompromising way some unionist figures can come across in the media. (8/10)
Alliance
The party has also decided to reuse their pre-conference broadcast from last month.
Striking graphics offering core messages bounce over sweeping, picturesque views of Northern Ireland.
Alliance leader Naomi Long provides a confident voiceover but is otherwise not the focus of attention.
Instead, the spotlight is given to candidates in key constituencies where the party is aiming to make gains in May.
Alliance in previous years used a very effective "Demand Better" slogan to rally support, but this time it has been swapped out for "Together We Can".
Their televised political broadcasts are usually very slickly produced. Although it does feel like Alliance on autopilot, their latest effort is no different. (8/10)
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