With its Space Academy promotion, Lynx offers a genuinely exciting prize - sending winners on a real space jaunt. The brand’s ad push is similarly stratospheric it even hired Buzz Aldrin for the launch.

This one, in which a hunky fireman rescues a pouting damsel, is deftly produced and wittily knowing. And the punchline, in which said damsel passes up a sexy Trumptonian embrace for the charms of a passing astronaut, is funny. It’s a smart extension of the (actually quite creepy) Lynx brand ethos - that FHM models will be mind-washed into wanting to sleep with the consumer (or spaceman, in this case).

Sadly, any momentum is lost in a series of lamely sexist spinoff ads. Unilever, we have a problem.