Much like the AHDB/Dairy UK ‘ministry’ campaign, butter brand Anchor is looking to play up the seemingly infinite uses of its product.

To do so, it eschews the faux-governmental bantz for something a little more fun. In a café kitchen, a knob of golden butter adds a bit of sunshine to a pan of eggs & bacon, before we move into the dining area, where some nifty special effects see a loaf of bread magically extend as it’s buttered. A similar trick sees a stack of pancakes smash through the roof.

There’s animal magic, too, courtesy of a hairy family, a hungry dog and some animated bunny slippers. ‘Butter the food, butter the mood’, goes the slogan – an exuberant payoff that’s (thanks in part to the jolly soundtrack) entirely earned.