Ed Sheeran: singer, songwriter, marketing genius? The latter remains to be seen, though this affectionate execution from agency DAVID (no relation) and Smuggler suggests that the lad's got potential. The film takes a Twitter DM Sheeran sent to Heinz at face value, bringing the star's dream ketchup ad to life.

Director Kris Belman has hit the nail on the head here, establishing a knowingly funny tone as Sheeran narrates his everyman approach to fine dining. From chandeliers spontaneously popping out of the ceiling to the waiter mouthing along to Sheeran's very idiosyncratic description of fine dining, this is an suitably tasty piece of work.

One rarely sees movie characters have to cope with the vagaries if modern life, whether it's finding a public toilet or filing an insurance claim after some blockbuster antics. Unsurprisingly, Direct Line wish to see more of the latter.

Hence, the newly minted sponsors of Films on 4 have released a series of droll bumpers set in one of the insurer's call centres - with staff tasked with unpicking big-screen set pieces from the likes of Speed, Apollo 13, and The Godfather.

Given the brand's ongoing association with Pulp Fiction's Winston Wolfe, this cinematic offshoot makes perfect sense. Plus, we'd love these calls to be recorded for training purposes.

A trio of celebrity mums and dads take the opportunity to give their babies an early pep talk in this Fairy Non-Bio ad. To highlight the brand's support for Great Ormond Street Hospital, Olympic diver Tom Daley, former England rugby international Matt Dawson, and model Vogue Williams each recite a letter written for their respective sprogs.

The parents contributions are both poignant and optimistic; Williams and Daley assert their support for whatever their children wish to be and do in life, while Dawson sheds light on his son's treatment for meningitis at the age of two. The latter in particular chimes with Fairy's GOSH affiliation.

In this post-Aptamil age, the brand are also keen to foster a more open-minded approach where a child's potential career is concerned. Thus, Daley, Dawson, and Williams pointedly back their kids to become ballet dancers, electricians, or "maybe even a monk" - whatever floats their boat in the future.

Lucky Generals and Steve Reeves have won plaudits for this campaign drawing attention to the problem of harassment within the advertising industry, and the latest instalment is very topical. The Cannes Festival of creativity is a nexus of bad behaviour, and the depicted scene of a woman's taxi ride being hijacked by an older colleague certainly rings true. In order to be truly effective though, it's vital that men recognise their own behaviour when watching films like this, and DAVID isn't entirely convinced that they will.

It still serves an important purpose, not least in vindicating women subjected to this kind of harassment that they are not alone, and that they are not exaggerating the impact of it. The most impressive aspect of this film is the manner of the female protagonist's calculation of her best options. You can see her trying and failing to figure out a graceful retreat.

Women will undoubtedly empathise with her, and a lot of men will too… because they will recognise her plight. But how many of the men who watch this will recognise themselves as the villain of the situation? Instead, it seems likely that they will feel this is the behaviour of 'other men', and their instinct will be to protect the women in their lives from these monsters. This – it seems to us – is where communication like this lets men off the hook. Only by obliging us to truly examine our own worst moments will we begin to provide the circumspection required to start solving this problem, once and for all.