This ad for book and films shop Papercut was written by DDB Stockholm copywriter Magnus Jakobsson. He writes all the Papercut ads, and he writes them in this...breaking the 4th wall (or is it the 3rd or 5th wall?) style. I've mocked two of his previous Papercut ads (here and here). Unlike me, Magnus is thick-skinned and good-natured, and took my mostly fake-harsh words well. (here's his reply.) So: what do you wordsmithies think?