Naturally, brands put every effort into making their food look good for adverts – but a focus on sound is a bit less usual.

Old El Paso’s ‘Make Some Noise’ campaign is an aural treat. A family prepares a Mexican feast full of delicious sounds – from the slicing of peppers to the frying of a panful of chicken strips, to the squidging of a lime.

It takes in some non-food noises too: the tearing open of the OEP pack, a kiss for the chef, and the laughter of the family as they enjoy the meal.

The hubbub ends up literally raising the roof – a cute idea, though it requires the lolz to become borderline maniacal to pull off. This concluding visual flourish (an entire neighbourhood of dancing roofs) is perhaps a little ill-advised – after all, we can’t hear it!