Nisa plays up that it’s “not just for emergencies” with its new ad - a real shaggy dog story.

A dog owner pops into his local Nisa armed with a short shopping list, but is so consumed by the “fresh ideas and great offers” in-store that his basket gets filled while his faithful friend just gets bored. To entertain itself, the resourceful hound first turns its attention to a newspaper (‘The Daily Tail’) and then to some Howlin’ Wolf-style slide guitar.

The ad pulls off the entertaining and informing balance well, while the (admittedly obvious) Nisa-nicer pun works too. And on top of that, 30,000 lucky customers will even get a doggie toy when they spend more than a tenner. Only a cat person could fail to love it.