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Of course, you can't get the full story from the advert, which pretty much just features the chorus. As marvellous a chorus as it is, we do have to take the rest of the song into consideration. And while the other parts of the song are significantly more low-key, they're just as effective, if not more so.

(. Good use of left-over red noses...)

Take the bridge, for example: an extra riff is added in the background as Shingai Shoniwa's vocals are raised up a notch from the purring, cajoling of the verses into a sweet, more persuasive croon. They're only very subtle changes, but the effect is huge: it brought me out in goosebumps, and it sets the scene brilliantly for the massive speakerblast of "GO BABY GO BABY GO!" directly afterwards.

I've had my issues with songs being part of ad campaigns in the past, especially when it feels like they were written with that purpose in mind first and foremost and with functionality as a pop song in their own right a distant second (yes, Sugababes, I'm talking about you), but the joy with this is that it works just as enticingly as a three-and-a-quarter minute pop journey as it does as a 30-second attention grabber, employed to make you want to buy something.

Job's a good'un, basically.

Download: Out now
CD Released: March 23rd

(Steve Perkins)