Cadbury has been busy on the ad front this year, with a heartstring-tugging Dairy Milk spot in January and a full-on musical number for its ‘Go Madbury’ push.

It’s taking a calmer tack with Twirl. Two ads, set in a quiet, almost desolate seaside town, see a lad and a lass speculating on how the “twirly curly things” in the confection’s centre are created. Her theories are more outlandish - she ascribes responsibility to wizards or whoever is behind crop circles. He suggests looking it up online.

If you’re waiting for a big reveal, there isn’t one. The magic here is all in the deadpan delivery, which is complemented by the ad’s vaguely gloomy setting and absence of music. It doesn’t try too hard to be odd, but it is odd.