With its clever camera movements, focus on food, and visually inventive scenes, Morrisons’ new advert has more than a little in common with Ocado’s recent effort – reflecting consumer concerns with quality, price and the environment.

But where Ocado went with a catchy song, Morrisons’ focus is on a charming young lad, who – as his family dinner freeze-frames – takes us through how we can make mealtimes “even better”. He introduces us to veg farmer Phil, before magically falling through a spud-sorter into a trawler, which he crashes into his local supermarket, where he sings the praises of a superhero in-store butcher.

“We can make good things happen for everyone – especially us kids,” our hero concludes, rejoining the table. He leaves the viewer with a great impression – and lots to think about.