This year Baileys has dialled down the Charlie and the Chocolat Luxe-style glittery Christmas magic in favour of a more downbeat - even deadbeat - festive ad.

A mini-series of ads shows a series of shortcuts taken so the protagonist, voiced by Joanna Lumley (or a convincing Lumley-a-like) can get hold of a drink. In preposterous scenes, one shows a Baileys fan smashing a hole in a wall in which to ‘hide’ presents. Another sees a poached pear pinged across a restaurant, while a third shows the Baileys drinker living inside the sofa, a single hand emerging in search of popcorn.

An apposite reaction to 2016 this may be, but is the ‘I have basically given up on life’ look really right for Baileys?