GSK recently admitted that Lucozade Sport ads had forgotten about the sport. It’s put that right via new spots with Olympic hopefuls like Mo Farah and that bloke who does the pommel horse nobly putting his swingers on the line every time he warms up.

As a world champ, Farah’s a great choice - but here the man invariably called “mild-mannered” in a thousand Olympic previews is portrayed as Seb Coe’s snarling attack dog, driven by rage, hate and sports drinks.

On Sky Sports you can enjoy this as a double bill with an ad for GSK stablemate Maximuscle, which features rugby lummox Courtney Lawes pulling a deadweight around a field in what looks a lot like a wry critique of the RFU’s enduring incompetence.