For those unused to cooking with it, tofu can present something of a challenge. So you might expect an ad from a big tofu brand to play up how easy it is to prepare, maybe offer a few serving suggestions…

The Tofoo Co has taken a different tack. It presents us with a handsome cross-dressing man, posing with a plate – though our eye is drawn rather more by his moustache and blonde wig combo. “Real filthy,” drawls a voiceover.

Not quite what you’d expect, then – but that in itself commands attention, and though the series of outfits and poses remains the principal draw, the ad smuggles in a surprising number of serving suggestions, from stir-fries to bagels.

The brand benefits from association with our guy’s confidence and outsider cool, too.