Old El Paso has secured a genuine coup with the capture of movie hard-man Danny Trejo for its latest ad. And pleasingly, it’s made the most of the Bad Ass, er, badass.

“Today I’m making fajitas for the family,” Trejo tells us in his gruff voice, cleaving a pepper in two with a scary-looking blade. OEP’s BBQ blend “brings flavours together,” he says. “Like family coming together and pretending nobody threw anybody off the balcony”. As he says this, a cousin arrives in a neck brace and arm cast - very droll. There’s room for a neat Goodfellas reference, too.

The ad is packed with witty details like this, making close watching worthwhile. And if you don’t recognise Trejo, no matter - it works just as well without the film star factor. Bueno.