Cadbury made its debut in the Christmas ad arena last year with an ambitious spot, in which it wrapped up an entire street. It was magical.

This year, the brand has lowered its sights, choosing instead to blow the budget on TV celebs. So, it goes like this: Paddy McGuinness and Fearne Cotton are mildly bemused by a big present, which starts to move. What could it be? Why, Keith Lemon, of course! Everyone cheers - perhaps to prevent him saying something amusing about his ‘baubles’. And that’s it.

Where is the ‘joy’ in this? The pleasure Paddy and Fearne take in realising they aren’t the most talentless people in the room? The fleeting hope, on repeated viewing, that Lemon might suffocate?

The magic’s gone.