It’s been seven long years since Anchor encouraged us to ‘butter the mood’ – a tagline that took a moment to make sense. Now it’s back, more straightforwardly telling us to ‘get absolutely buttered’.

The slogan pops, then – it’s even mildly risqué in 2026, hinting as it does at a dairy equivalent to drunkenness. So what does it look like?

Well, our blissed-out butter lover here is 50% of a canal boat crew. As she rests up at a lock, she tucks into a crumpet plastered in a certain double-churned spread. She’s unaware of the unfolding chaos behind her: the boat is taking on water, its captain furiously trying to catch her attention. In a bid to stay afloat, he even starts jettisoning its contents, clonking an air fryer into the drink in what may or may not be a comment on the trend for cooking without added fat.

It’s not a sophisticated gag, but the scene plays up the brand’s British heritage and the product’s luxurious cred effectively.

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