Rice brand Tilda has put sound front and centre of its new ad – though it’s gone a bit beyond the usual ‘cooking noises’ other ads of this type tend to focus on.

We’re witness to the aural pleasures of, among others, fruit being emptied from a bag on to a table, a blender, a smoke alarm and the call of an attention-seeking child, as well as the usual crushing, chopping and sizzling sounds we associate with fancy cooking.

Through it all, tabla are drummed, reinforcing the brand’s heritage and signalling a note of satisfaction when a character gets stuck into a forkful of rice.

It’s not mind-blowing, but it is a solid ad, which works well as a vehicle for an array of tempting serving suggestions.