With such a new category to plug, CBD brand Cannaray is wisely playing it straight with its first TV ad, which comes with a simple aim: to get people to try it.

To make sure it’s their brand newcomers turn to first, it’s hired Claudia Winkleman. She plays it quirky, musing upon what she expected when asked to spearhead the “CBD revolution” – we see her Les Misérables-esque fantasy, in which, mounted on a horse, she yells “CBD for the people” to a chorus of cheers. Then we get the sofa-bound reality, where she demonstrates the dropper-based method of taking CBD (the brand sells more approachable gummies, but we know how to eat those).

Winkleman is a great capture – less annoying than she is for Head & Shoulders (though her hair gets a mention, with her fringe the subject of a witty aside) – and playing a key part in an ad that provides consumers with reassuring quality.