Perfect for the film channels, Casillero del Diablo has put together a movie-style ad. Part Thomas Crown Affair, part Da Vinci Code, The Wine Legend is a glossy production in which a thief prepares to pinch an “object of value”.

It’s high-budget stuff: there’s a helicopter-shot cityscape, a beautiful art gallery and some fine CGI work. Knowingly hammy performances suggest it’s not entirely serious, which makes the silly-but-fun cab sav heist plot rather more acceptable. And - though we won’t spoil it - the titular ‘legend’ is truly worth hearing.

Playing spot the movie reference is fun (Minority Report and Mission: Impossible both get a nod), and the push has a superb complementary website, too. Bring on the sequel.