With its beautifully designed but hapless Mr Swan character, Sipsmith is behind some of the wittiest ads of recent summers. So it’s tempting to feel that, now the brand is again reminding us of its association with the Wimbledon tennis championships, it’s missing a trick in not bringing him back.

However, perhaps it should be lauded for its restraint: when is the threequel ever the best film? Instead, Sipsmith has saved a mountain of cash with this short, simple ad. A couple clad in old-fashioned tennis gear each lift a glass of G&T and offer each other an air toast… and another, and another – all in time with a familiar sound: the thwack of racket meeting ball.

The Grocer’s recent feature on sonic branding underlined how important sound is to sales – and the ad wisely works the pleasant clank of ice against glass in with the roar of the SW19 crowd. Evocative stuff.

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