The homely strains of ‘Handbags and Gladrags’. A timelapse shot of a pretty market town at dawn. A central character straight out of a Bridget Jones fantasy.

Welcome to the latest Spar ad, in which the world’s most perfect man has the entire community’s back. He reassuringly offers succour to fruit and veg-buying granny, tired mum, courting couple and hungover student - allowing Spar to showcase its diverse fresh ranges, personal service and cheap prices. What a guy!

In fact, he goes on about being “there for you” so much you almost forget where he works. Spar staff be warned - your stores might soon be busy, but shoppers will be hunting for rather more than a pint of milk and some loo roll.