Low-calorie booze brand Skinny Lager has to be a bit careful with its advertising – while its name does a good job of highlighting its better-for-you cred, ‘skinny’ is a loaded word in this world of body positivity and social media backlashes.

Happily, it sticks to raising awareness. We see a succession of good-looking drinkers grabbing a beer, smiling and supping. To a generic rock soundtrack, these images are intercut with scenes of their respective passions – art, football and cheffing it up at the barbie among them.

A voiceover plays up the flavour, mentions the calorie count and urges “just taste it” – wisely leaving viewers to look up the details on Skinny’s website.

A solid effort, particularly for a lower-budget ad.