The builder’s breakfast is a British classic. But have you ever wondered what it’s like in Switzerland? Alpen’s funny, knowing ad reveals all.

A smart, clean van (the company is called Yodeller & Sons) pulls up at an Alpine café, where it disgorges four handsome, healthy builders. On their way in, they pause to wipe their feet – so far, so unfamiliar. The secret to their glow is revealed as the ‘full Alpen’ brekkie, to which they add manly dollops of honey, as they peruse a red top and politely compliment the waitress.

It’s refreshing to see a muesli ad aimed at blokes, especially when it’s as fun and packed with clever details as this. Who knows – it might even persuade the odd Brit builder to trade in the bacon and eggs.