Given the popularity of the teabag, it’s strange that the coffee equivalent isn’t as much a part of Brits’ daily lives. 

Taylors of Harrogate’s bags ad acknowledges this. “Why didn’t they think of this before?” asks a woman, savouring a coffee in her kitchen. Taylors answers by taking us on a calamitous journey through history, showing the idea being thwarted in a variety of ways, from the deadly (a hot air balloon disaster) to the banal (the playing up of a 1980s mobile phone). A frustrated sailor and a kite-high hippie make particularly amusing contributions.

The Taylors logo is present throughout – acting as a reminder of the brand’s heritage, as well as a mea culpa on the not-having-thought-of-coffee-bags front. Such warm and witty self-deprecation is to be welcomed.