The Christmas ad is usually a sentimental affair. Humour, if it is deployed, is generally of the gentle, inclusive, ho-ho-ho people-don’t-like-sprouts variety.

That isn’t the case in KFC’s world. Its offering is a genuinely amusing western pastiche, which sees us follow a heroic hen as it treks, to a Morricone-inspired soundtrack, across a rugged snowscape. A shootout (of sorts) is inevitable, and so it proves when a turkey arrives, doomed to lose the tense poultry faceoff.

Trolling the nation’s most popular Christmas dinner choice is daring and funny - while the suggestion the birds are for some reason competing to be eaten is enjoyably perverse. A complementary poster campaign underlines the seasonal snark.

Read more: Which of this year’s supermarket Christmas adverts is best?