As Adland tells us to look after our health, kids’ snack brand Bear is reminding us to think of the children, with its first mainstream TV campaign.

We join a couple of parents attempting to make a journey in their people carrier - a task made difficult by their demanding daughter in the back seat. The tiny tyrant’s demands to ‘stop for a snack’ are finally met when mum pulls over to allow a giant, lifelike bear to jump in. That, as you might imagine, shuts her up.

Of course, it’s all just a metaphor for Bear’s tasty Yoyos! The brand will rue that Müller’s Tasty B has taken the novelty edge off its giant ursine, but it knows parents will be much more interested in the ‘Just fruit. Just veg. Absolutely nothing else’ message.