It feels a little late to launch a ‘summer’ campaign – but then doing so has enabled Carlsberg to accurately gauge the temperature of this one: long, sweaty, parched. Perfect for a beer, then.

And speaking of perfection, the brand has brought back its famous ‘If Carlsberg did…’ campaign. As Brits bake in the park, cool boxes apparently empty, some urgent Vivaldi strikes up. The Carlsberg ice cream van is here to save the day! Of course it dispenses ice cold pints, not ice cream – but there’s a ‘variety’ to choose from – Mr Sippy and Proper Fab among them. No sign of Mel Sykes holding a Flake, though.

Best of all, the pints are all 99p: to which viewers might reasonably respond: “All right then, sell us one for that much!” That will have to remain a fantasy, but this ad nevertheless effectively plants a seed.

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