BelVita’s ‘Next Stop: Good Mornings’ ad, starring a wisecracking train guard, was named last year’s ‘most emotional’ in a System1 report. This of course omits to mention the specific emotions felt: not every early morning commuter thrills in unsolicited beatboxing.

And so to its new campaign: Mel Giedroyc as a parking attendant! In this scripted ad, Mel munches biscuits and says wacky things to drivers before handing over their ‘ticket to a better morning’. Emotional responses are likely to correlate with how viewers feel about the prospect of being offered – yuck – “a trip to Mrs McHugsville”.

The hiring of a name still synonymous with baking is a coup, but honestly, what would Mary Berry say?

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