The trouble with ads for fitness products is that the healthy stars too often come over as smug and unrelatable. Working out and enjoying muesli are you? Yeah, jog on.

So it’s to Arla’s credit that it’s made the hero of its Protein range ad likeable. Our man is seen at a ‘bootcamp’ session, where an unseen Sgt Hartman type orders him to ‘plank’ for as long as possible. A voiceover praises his will as he maintains the pose for ages - despite the licky attentions of a friendly dog.

Our guy at least has the decency to make his feat look like hard work. Being the ‘victim’ of the drill sergeant earns our sympathy - and who can dislike a dog lover? It’s also compact: a single long take and a quick product shot. Clever!