Thorntons is a long-established British heritage brand – and its new advert nods to a profoundly British behaviour: passive aggression.

One couple visits another, possibly to check out their new house for the first time. A gift of Thorntons chocs is offered and warmly received: “I’ll put these somewhere safe.” Our gift-giving gal counters: “Or… open them now?”

Later, the Thorntons are indeed being shared out, and the two women are politely engaged in a bout of ‘after you’ when it comes to next pick. But hitherto silent boyfriend Neil can’t resist, and swoops in. Neil’s partner is appalled.

It’s nicely played by the talented comic cast, and striking (refreshing, even) for not being focused on Christmas. “Hitting the nation’s sweet spot” indeed.