“The festive season: we’re so over it.” Adland’s screens have been clogged with tinsel and ‘indulgent’ food since September, and now its January moment has arrived, Activia has organised a bonfire of the seasonal vanities - its new ad sees decorations dumped and wreaths removed.

What’s in their place? Tummies. Shapely female ones. As the ecstatic voiceover tells us “it’s time for a fresh start”, we’re assailed with no fewer than 10 shots of slim tums. The script mentions bio-live yoghurt cultures and calcium, without explicitly linking to the slinky stomachs on show, but the message is clear: this stuff is good for you - even if you have an outy belly button.

As aspirational targets go, it’s a pretty high bar.

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