‘Disruptive’ in schools is bad. In advertising, it’s very, very good. And the latest Magners ad has it in spades.

Instead of beautifully crafted but predictably aspirational booze ads (yes, I’m looking at you Carling Chrome), it shows the denizens of the cider’s Clonmel hometown performing various tasks in the dark - to emphasise, in a calm, gently humorous way, the importance of darkness to production. Whether this influences nocturnal behaviour in the way it once transformed cider into over ice, we somehow doubt.

A note to ad execs: if you want to ‘disrupt’ The Grocer’s art desk, keep the ads with dark images on dark backgrounds coming. They just love the challenge of making that sort work in print.