Homepride’s new ad stars the brand’s familiar mascot, Fred. Pale-faced Fred is apparently some sort of giant Lego undertaker - but hey, he’s been around for 50 years and is probably supposed to be ‘iconic’.

So, it’s the usual family scenario: mum is making dinner, Fred pops up to help. The kids are happy, mum’s happy, dinner looks yummy. So dad is pretty cheerful, too. But what’s this? Fred seems to be making (hollow, black, expressionless) eyes at his wife. And she likes it! Soon the sauce swain and the saucy minx are getting cosy in the bath - scary Fred uses telekinesis to slam the door in dad’s face.

It’s like something out of The League of Gentlemen. ‘Everyone loves Fred,’ the ad tells us. Only because they’re scared of him.