Small needn’t mean cheap - although it does in the case of Cafédirect’s latest ad.

That’s probably wise, as drinkers of Fairtrade coffee would surely rather their cash went to impoverished farmers than braying ad execs.

Affable TV comic Adam Buxton brings a dollop of cost-effective middle-class appeal with his voiceover (and maybe hands). Probably a lot of Fairtrade fans watched his Adam & Joe show on Channel 4 in the 1990s. It’s very ‘Guardian’.

This animation-minus-the-puppets is nicely low-key affair, like getting a tenner in the post from an uncle you forgot existed. “While big is busy growing bigger, small is growing better,” Buxton says.

Really? Try telling that to your girlfriend on a cold winter’s night.