‘The Crunch is Calling’ in Old El Paso’s new ad, which sees the brand return to TV screens with a renewed focus on sound.

This time it’s the crunch of a taco shell taking centre stage. A woman takes a big bite and the resulting, roof tile-rattling shockwave pulses through a town, alerting three of her pals that it’s time to stop working and start eating.

As some ‘Mexican’ music (lyrics: the word ‘taco’ over and over) plays, they career through the streets with the single-minded determination of hungry labradors and tuck in. “Better crunch, better flavour,” we learn. Great. Job done!

Except… there’s one final shot, of one of the women slowly licking sauce off her wrist, eyes closed in sensual abandon. A surprisingly weird/gross/sexy (delete as appropriate) way to end.

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