Jägermeister is a mysterious drink. No one’s sure what it’s made from, no one knows whose idea it was to buy shots anyway… and no, officer, I haven’t a clue why I’m wearing my pants on my head and singing La Marseillaise.

If you’re hoping for enlightenment from the brand’s first-ever TV ad, you’ll be disappointed. Indeed, it’s a while before the drink even appears on screen. Instead, we see a band of extreme sports buddies enjoying some chilly larks as they splash about on an Icelandic surfing holiday.

This is actually a smart move, allowing the ad to focus on the notion that the drink is best served icy cold, and enjoyed with chums. After all, nothing brings people together better than adversity - except booze.