First impression: well produced in a style reminiscent of Merchant Ivory. Directed by the award-winning David Tsui, this spot has the feel of a movie and oozes opulence and class. Viewers will enjoy identifying the celebrities and historic figures; is that a Brad Pitt look-alike in the opening sequence?

Storyboard: there are five versions of this commercial - two in English, two with simplified Chinese subtitles and one for the British market. All depict Langham's 'legendary history' and its dedication to service and hospitality spanning 140 years.

The spot opens with a glamorous, present-day press conference that is being held for a celebrity, who hands James the butler his mobile phone for safe keeping. The story then travels back in time, with James waiting on famous figures from bygone eras, including Winston Churchill, Oscar Wilde and, towards the end, the Prince of Wales - soon to be King Edward VII - who is at the opening ceremony of the first Langham hotel in 1865. Just before the ribbon is cut, the mobile phone in James' pocket rings, much to the surprise of the prince. The butler quickly switches it off and brings us back to the present. At the end, we see the butler's hand straightening a crooked painting on a wall. The core message here is: 'The legend lives, since 1865.'

What the client says: the senior vice-president of sales and marketing for Langham Hotels International, Brett Butcher, says: 'For 140 years, Langham has been at the forefront of sophisticated and gracious hospitality. It is a heritage and pedigree that is unique in the hotel industry. We employ the dedicated butler to project the enchanting hospitality experience that sets Langham apart from other mainstream five-star hotels.'

Does it work? Their choice of celebrities/historic figures is interesting; they have all stayed at a Langham hotel at least once. Each scene is beautifully shot, the soundtrack - Schubert's Landler in G - is a good choice, while actor Andrew Wilson is perfect as the poker-faced butler.

But ... this is a quintessentially English advert, so some of the historical figures featured might be unfamiliar to local viewers. And who is that bloke sporting a Dali-esque moustache? Napoleon Bonaparte, allegedly.