Alex Ritson

What you're doing is you're positively shaping what people think about your brand and predisposing them to choose you.

I think people might be surprised to hear that in India, there's a campaign that's really shifted things from the brand Ariel.

This campaign started a few years back.

It showed a dad and his daughter who's grown up now, and he hadn't realised the load that she was bearing.

She had a demanding job, but she was also trying to look after the family and the home, and it was a wake-up call for him.

So he realised that actually he needed to start sharing the load, and so did the rest of the family, and it shouldn't all be on her.

Ads like that, that more directly challenge stereotypes, can be really good.

The other ad that I think is really positive is Amazon's what we call Joyride ads.

Three older ladies watching young children sledging down the slope.

They're reflecting back on their own childhood.

And one of the friends buys the insert from Amazon so they can enjoy doing that.

And we don't often see older generations portrayed in advertising, but that resonates with everybody.

Lynne Deeson.

One of Europe's smallest countries is hoping to fly higher than the rest at the upcoming Winter Olympics.

Ski jumping is Slovenia's national sport, and they go into next year's Games at Cortina in Italy, holding both the men's and women's world records.

They won the women's individual gold at the last Olympics, and they're hoping this will be the year they can finally claim an individual men's gold medal.

Our Balkans correspondent Guy De Launay went to meet the athletes.

If you want to know how much ski jumping means to Slovenians, you have to come to Planica.

Ski jumping is awesome enough as it is, with competitors hurtling into thin air at more than 100 kilometres an hour.

But back in the 1930s, Slovenia decided to ramp up the drama even further by creating the giant hill at Planica.