Mr Kipling’s new ad allows (or should that be forces?) its audience to fill in the gaps in its story.

We begin with a beardy old fella, gazing at an old picture of himself and a girl we assume is his daughter, sitting by a piano. He puts it aside and sadly presses a few keys of the instrument he’s sitting beside. The room is full of labelled boxes. His now grown-up daughter comes over with tea and Mr Kipling slices and joins him for a duet, turning the atmosphere jolly with a rendition of All the Small Things by Blink-182.

It’s a sweet moment, but is he moving in or out – off to a home, maybe? Or is she moving? Is late-1990s pop-punk nostalgia fodder now? Are these Mr K’s new non-HFSS cakes? We need answers!