Lyle’s Golden Syrup hasn’t had a TV ad for 25 years. Maybe in 1991 the ‘Sticky but worth it’ slogan wouldn’t trigger any childish giggles - which might explain the brand’s butter-wouldn’t-melt use of it now.

Some parping brass soundtracks a mum’s making of some tasty desserts and snacks. And she makes a right mess, trailing the golden goo across her worktop with abandon. In a slightly counterproductive attempt at making the syrup feel ‘modern’, we witness the lid of the tin getting glued to her tablet computer.

To be fair, a final shot reveals some more up-to-date packaging options. And if mum is happy to eat off the iPad screen, then fine. It may be unhygienic, but it is more comforting than reading the news off it.

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