We’ve enjoyed Aldi’s simple and clever price comparison ads for some time now, but its World Cup special deserves particular praise.

The product in question this time is cider, and the man who likes both Bulmers’ and Aldi’s drink (but prefers the price of the latter) is former England manager Graham Taylor. While many World Cup ads are set in sunny Brazil, here we see Graham at ‘home’. Having apparently attracted no punditry offers, he rages at the telly like the rest of us, spilling cider down himself and gamely repeating his “do I not like that” quote.

Taylor’s deadpan delivery is genuinely funny, and while a celeb appearance makes a fun change to the series, we’re not distracted from the price message. Score!