Opting against cod-science and shots of shiny surfaces, Harpic has tried something new with its latest ad.

A woman answers the door to a hunky fireman, who is checking smoke alarms. Corny saxophone and some good old-fashioned overacting indicate her pleasure at his presence, and all’s well until he asks to use the loo.

Our saucy housewife is momentarily horrified, before a voiceover reminds her she’s used Harpic. The day is saved (though from what? The mind boggles), and our fireman serves as an apt backdrop to the ‘strong, dark, powerful’ tagline.

The quaint notion that firefighters are fussy about toilet hygiene aside, this light-hearted ad ticks all the boxes. It’s fun, bright and refreshingly different.