By the time you read this, Danny Boyle will either have picked up his knighthood or been thrown to the dogs, depending on how yesterday’s opening ceremony went.
Coca-Cola celebrated the final days of pass-the-Bunsen-burner with a feelgood yomp around Britain’s quainter corners, soundtracked by jazzy funkster Mark Ronson and sentient mascara dollop Katy B.
By olympic standards, the branding is quite subtle. If Coke’s name weren’t daubed on the occasional elephant, this could be selling gormless Welsh people, or tours of the Home Counties.
Luckily, it also has the big red Coke truck that delivers us Santa each October. Christmas will surely have to be even earlier this year to beat the post-Games ennui.