The Co-op is a little late to the party with its Christmas ad, but it has cleverly made a virtue of it. Accepting that the ‘big shop’ will be done elsewhere, it is instead pointing out that it will be there for those little things you’ve forgotten.

The ad shows people remembering, and blurting out, things they need. A man shouts “marzipan!” on a bus; a woman stops a Christmas snog to say “chipolatas” (her worried co-snogger frowns); and a Salvation Army trombonist mutters “gingernuts.” There’s even a saucy spin-off where a bra-fitter endangers her job with the words “turkey breasts.”

It’s funny, fresh and ticks all the boxes, target-audience wise. For The Co-op, it’s a reassuring end to a tough year.