Marketing kids’ food often seems to require a lot of noise – with child-pleasing characters and adventures battling for space with parent-friendly health claims. But Dairylea’s new ad pares it right back.

In an ad that seems squarely (or perhaps that should be triangularly) targeted at mums and dads, we see two young girls dangling upside down from a park railing, as they tuck into their cheesy snacks. One asks the other where food goes when you eat upside down, what with gravity working against the tummy option. “Your brain?” guesses her pal. Moppet #1 thinks for a moment and necks her Dairylea.

It’s a cute example of child logic. The brand knows it can rely on a bit of nostalgia from parents and is confident enough to leave it there – a quiet haven in a busy advertising landscape.