Schwartz ads are normally doggedly functional: a mum (usually) cooks with a Schwartz product. Everyone loves it. The end.

But no more! In its new Flavour Shots campaign, dozens of ingredient-packed hessian sacks explode gracefully in time to a Chopin-esque piano piece. As well as being an impressive technical feat, the ad is superbly photographed, packed with arty close-ups and intense colour contrasts - which make the ingredients look great.

The ‘explosion of flavour’ metaphor is nothing new, but it’s beautifully done. And while the ad owes a slight debt to Sony’s ‘bouncy balls’ Bravia TV spot, that subtle association alone ought to arouse interest from the posher crowd Schwartz now seems to be targeting.