As environmental concerns render black plastic passé as a premium signifier, gold is stepping into its place as a by-colour for ‘fancy’.

This plays into the hands of Rowse Honey, which doesn’t need posh packs to add a golden touch. As this ad shows, the product does the job.

A series of beautiful, hallucinatory images show honey in auriferous flow or bedazzling close-up. You could be forgiven for thinking the ad was for a top-end beer or cider, but for an excellently written voiceover, which makes some big – but supportable – claims. It’s a ‘wonder product the world can’t live without’. Check! There are ‘over a million wild flowers in every bottle. Guess so! And finally: ’every batch is approved by the queen’. Ha! Clever.