Jack Daniel’s new ad begins, not unexpectedly, with a bartender pouring a serve of JD over ice. Then she slides it, with perfect weight, the length of the bar into a surprised punter’s grip.

It’s not a social distancing innovation – rather “I’ve always wanted to do that”, as she tells us.

There then follows a series of similar actions, executed just because. Two pals order “one of everything” from a menu; a woman pitches a phone, ringing with a call from her boss, into a lake; and a cheeky caddie takes his pro’s shot. It all provides a chemical rush of satisfaction to the brain.

It’s all about living boldly and trying something new, apparently. Whether that’s a good fit for a near-ubiquitous brand that usually focuses on heritage is another question.