Sometimes less is more. Guinness ads used to be major events, but the second new film in a few weeks barely registers, like a fart in a hurricane.

After the earthy vigour of ‘Painting the town black’ for Arthur’s Day comes ‘Cloud’, a limp dip at Wordsworth-style wistfulness and whimsy.

A cloud wanders lonely as itself o’er vales and hills, finding a depressing cityscape in lieu of golden daffodils, while Danny Elfman’s Edward Scissorhands score twinkles away.

The tale is voiced by Brian Cox - as in the menacing actor who played Hannibal Lecktor in Manhunter, rather than the sparkly BBC2 physics-pixie. He’d have been more apt.

It’s part of a wider push called ‘Made of More’. But this ad is less than the sum of its parts.