Wyke Farms is keen to point out that its new ad is made by Ridley Scott’s production company, though those expecting a nod to Alien are in for a disappointment.

The star of this ad is one of Scott’s classic strong female characters, though - a cow. There’s a poetic voiceover, beautiful scenery and cows heroically enduring one of Adland’s first snowy scenes of the year. Chuck in a bit of anthropomorphism (Daisy is “at peace with the task you’ve been set to do” as opposed to “regularly milked”) and you’d need a heart of stone not to be won over.

Plus, the cow-centric conceit means Wyke can boast about its cheese, hatful of awards and green energy credentials - all while making out it’s not actually taking the credit. Clever!