Such is Cadbury’s success that we’re all well acquainted with its brands. Now, in a sector that often concentrates on ‘feeling’, it’s trying to remind us what it’s like to actually eat the things.

Well, sort of. A series of 10-second films shows a snacker tucking into their bar of choice. As they do so, a visual metaphor illustrates its qualities. Crunchie’s shattering honeycomb (tastefully exploding scenery) and Wispa’s bubby rush (a mass zorbing roll-by) are the most effective, but a voiceover and a dissected bar make sense of the less clear examples, like Boost’s ‘pile-up’ of ingredients.

Original, imaginative and – in the case of Double Decker’s duet – funny, these ads are a short, sweet reminder of some old favourites.