Toothpaste ads are usually as sterile as a hygienist’s glove, so it’s interesting to meet Captain Aquafresh, a cartoon superhero set on breathing minty fresh life into the category.

A cross between Mr Incredible and a fanatical dentist, Captain A focuses on the public health issue du jour - sugar. With his red, white and blue hair fluttering in the breeze, he thuggishly destroys a range of sugary treats, from chocolate to white bread, like a diabetic French hooligan.

Action on Sugar might just have themselves a new spokesman. Except… the message seems to be that the Sugar Action toothpaste is so good that you can in fact eat all those foods - it even goes so far as to call them “everyday sugars.” Oh.