Secret Santa - or ‘buy a gift for someone you don’t know/like’ - is one of the lamest Christmas rituals, so Cadbury’s decision to hone in on it could be a canny one. After all, who doesn’t welcome free chocolate?

Of course, Cadbury’s ad can’t show someone disinterestedly buying its chocs for a random co-worker. Instead we see a series of masked gift givers, furtively secreting its treats where family members, chums and colleagues can find them.

The ad does a nice job of revealing the cute kids and kind-hearted grown-ups behind the masks, which is just as well because this one - a Father Christmas with a finger to his lips - makes them look like an army of baddies in a low-budget Doctor Who Christmas special.