There’s something pious about ‘fruity waters’ - they seem to look down on soft drinks and their simple sugary pleasures.

So it’s refreshing to see such a straightforwardly crass take on the category from Rubicon - though not entirely unsurprising: the brand is owned by AG Barr, also home of Irn-Bru.

This ad, for Rubicon Spring flavoured water, features an animated family of bottles. Mr Spring Water is poolside on holiday, when he notices his wife flirting with musclebound pears and hunky oranges. He soon realises he has been cuckolded, and his fruit-flavoured kids are none of his own.

It’s attention-grabbing and amusing: sure to appeal to folks who don’t mind the idea their drink was conceived in a bout of grubby intercourse.