For its first TV ad, Tyrrells is conjuring an eccentric image, playing up the ‘absurd lengths’ it goes to in order to make its crisps so special.

It does this by animating the characters from its packs, who cart two ‘king and queen’ spuds into a barn. They emerge at the other end as giant, tasty-looking crisps, to the rejoicing of the wacky townsfolk.

The fast-paced, deliberately wonky animation is not without its charm, but there’s something slightly dated about the aesthetic - reminiscent of those ‘old photo’ greetings cards. The Brian Blessed-style voiceover isn’t the freshest idea, either. That said, it is distinctive (the colour/monochrome combination is eye-catching), and the way the familiar faces are integrated is ingenious.