A fat man wobbles across a sunny beach, his only accessories some 1970s sunglasses, tiny trunks, naff shoes and a rather impressive moustache.

If you were asked to name the perfect brand ambassador, this probably wouldn’t be it. But it’s the confidence of our Speedo-sporter that makes him the man for Southern Comfort. As he gently swaggers along, a loveable mutt follows. Some pretty girls acknowledge him, but it’s subtly done - no Lynx-style grinding here.

The pay-off, in which he grasps a glass of the product in his chubby fingers, is equally understated. And the ‘Whatever’s Comfortable’ strapline helps erase memories of the faintly embarrassing aspirational ‘SoCo’ ads of recent times. A classy return to form.

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