“Hello bad gift giver.” It’s an ominous opening to an unusual Christmas advert. Camden Town Brewery’s animated ad introduces us to the concept of ‘giftnosis’ – a somewhat radical cure for people who struggle to buy good presents.

Camden’s cartoon hypnotist puts the viewer into a ‘trance’ and plays up the guilt, summoning the ghosts of bad Christmas gifts past, including bath bombs, naff socks, and that Big Mouth Billy Bass singing fish thing. The ad doesn’t go into detail as to what gift packs Camden Town has on offer, simply reminding people that beer makes a good gift.

It’s wittily written, animated and voiced – a gift-giving that takes place on a tongue is a highlight – with the plays on the brand’s flagship beer (“give them Hells”/”fresh as Hells”) particularly smart.