Much like M&S’s current promo (see last week’s AOTW), Ryvita’s new ad focuses on the food, with nary a human face to be seen. Instead, several pairs of hands flip, twist and snap the crispbreads - street magician-style - into a range of new serving suggestions.

The idea is to reinvent Ryvita as a versatile, fun ingredient - as opposed to a vessel for delivering cottage cheese into the unhappy mouths of unimaginative dieters.

And? Well, the new ideas include crumbling into croutons (for soup or salad); covering with chocolate and strawberries; dunking into eggs and even sticking under the grill for a healthier version of cheese on toast. You might not go for all of them - but you won’t have thought of everything. Magic!