Alpen is once again having fun with its Alpine heritage, kicking off its new ad in what seems like a mountainous paradise, where a man is munching on a bowl of his favourite muesli.

But it’s a trick. Our guy is in fact at home, sitting in front of a picture. And he’s eating Alpen as he mulls a problem – how to get a sofa through a door, into which it seems firmly wedged.

Happily for our guy, an Alpine ram appears in his living room, usefully butting the sofa into the next room. It’s not entirely clear whether we’ve just witnessed ‘reality’, fantasy, metaphor or breakdown, but that – as well as being adorable – is the cheeky critter’s strength.

Viewers get a good goggle at the brand’s new look and prominent ‘sugar free’ label, too.