Wagon Wheels haven’t rolled on to our screens for five years - but they’re enjoying a mini-moment, having been a ‘technical challenge’ in this year’s Bake Off.

Its cost-effective new ad dispenses with the singing cowboys of yore and instead places us in a living room, where two everyblokes recline. When one bites into a Wagon Wheel, the lighting turns a Scorsesean red and his stomach emanates the sounds of the old west - music, neighing horses, steam trains and all. The last sound makes his perplexed pal jump, as the ‘Epic Inside’ slogan appears on screen.

If you can’t market to children, market to those who remember your ads from childhood. One to file with Twirl’s seaside spot in the ‘pleasingly odd’ category.

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