I’m driving on the weekend with my three-year-old in the back of the car. “Where [are] we going, daddy?” I reply with, “B and Q.” From behind me comes the cutest singing voice, “You can do it when you B and Q it.” I was flabbergasted.

The only TV she watches in any quantity is CBeebies which runs no adverts, let alone adult DIY targeting. Amazing.

For all our new media talk of Web 2.0 sounding the death knell of TV advertising we shouldn’t underestimate the power of the old fashioned jingle. For penetration and awareness it clearly still packs a hell of a punch.