This column therefore lauds any ad for Italian nosh that doesn’t feature creepy waiters with ‘shaddap a-you face’ accents or horribly vigorous pensioners dripping in life-enhancing olive oil.
The latest opus for decidedly un-Italian brand Chicago Town urges mums – sorry, moms – to Tuck In to its deep-dish creations with a knowing ‘kids, eh?’ wink.
It marks a clear departure from targeting the key student-munchies sector – surely the only people who feel having to put a pizza in the oven for 15 minutes is genuinely 12 minutes too many.
In another surprising omission, Chicago Town also glosses over the inevitable ‘death by magma-hot tomato sauce’ that is a cherished part of the microwave pizza experience.
Still, the food here looks good and the offbeat ad is also sort of funny, so either tuck in or – as they say in Rome – shaddap a-you face.