One consequence of the pandemic has been that TV spots have got cheaper, enabling brands that might previously have found the medium prohibitively expensive to enjoy a bit of time in the spotlight.

Cheesemaker Belton Farm is arguably one such brand – so you might not have high expectations for its Red Fox red Leicester ad. However, it packs a lot in. The animated ad begins with a block of Red Fox standing out against the homogenous cheddar crowd. A voiceover does a good job of communicating why Red Fox might be just as tasty and versatile.

We get to see the packaging’s titular fox go for a stroll (nailing some brand recognition) and there’s a little twist at the end, with the suggestion the cheese contains a “cunningly unexpected crunch”. Twenty seconds well used.