Since meerkats became synonymous with car insurance, adland has been hunting for the next zeitgeist-friendly mammal to part us from our pennies.
Like a militant farmer chasing ramblers off his land, Highland Spring’s exuberant new ad takes a scattergun approach. It casts a posse of furry critters in an ode to Mother Nature - including a full-frontal squirrel like the one that lent some cojones to Mel and Sue’s Bake-Off.
But the star of the show is the jiving mole blasted out of its burrow by a water cannon, giving the lie to the nature spotter’s adage that the only mole you’re likely to see in the wild is a dead one.
Until farmers start blaming moles for spreading TB, this ad is a definite winner.