As the Olympics loom, Gillette is first out of the blocks with a campaign to stop us thinking about all those doping stories.
The ad purports to offer a glimpse into the training regimen of some of the world’s top athletes. To keep it all gritty and grounded, the montage includes early alarm calls, puking, arguments with wives, ice baths etc. Somewhat more improbably, there is also a snarling dog (to motivate our runner) and - for footballer Neymar - a set of inexplicably flaming goalposts.
The ‘sporting success requires endless misery’ message might not appeal to the average Joe (though it’s good to know there’s always time to shave). But you can’t deny it looks and - thanks to a Sia soundtrack - sounds suitably epic.