Crisp lovers will be familiar – even bored – with McCoy’s ‘Flavour Calls’ adverts by now. And even if you haven’t seen previous ads in the series, the ‘dopey bloke in weird situation’ set-up isn’t exactly revolutionary. 

The campaign’s new ad seems to acknowledge this. Our man in the office answers his phone to hear all about McCoy’s Wonka-esque ‘golden crisp’ £10,000 promo. “Dig for gold!” he’s urged and, as he unsheathes a shining winner, the ceiling bursts open and gold coins rain down on (and into) his head. It quickly goes OTT, with the copious bullion and bling accompanied by a ridiculous soundtrack and a T-Rex shooting lasers from its eyes. Because why not?

A clever, silly way to confound expectations.