Kellogg’s won some PR brownie points recently for supplying Charlatans singer Tim Burgess with a mock-up cereal called Totes Amazeballs, after he suggested the modish phrase would make a good brand.

It’s not his first fmcg tie-up. The 1994 track Can’t Get Out of Bed soundtracked a Benylin ad a suitably tardy 15 years after its release.