The tangible quality of photographs has waned in recent years - as was always inevitable with the march of time and technology. From disposable cameras taking days or hours to develop to smartphones instantly capturing and storing images on the cloud, memories have become almost entirely digital. That's something Instax intend to change, by campaigning to re-establish photos as something to be given, not just taken.

It's significant that, despite trading in a retro medium, this commercial doesn't rely on nostalgia. Director Sara Dunlop has done an excellent job of keeping things feeling youthful - artistic and forward-looking in both the film's content and composition. It suggests keeping physical photographs as almost a rebellious act - tangible memories for the generation who reject acquiring things the same way their parents craved it.

While Gaviscon proper has thankfully abandoned the dreaded twins and their ailing guts for a more entertaining route, its new brand Guardium has also emerged boldly into the spotlight.

The debut ad is set in an office, where a savvy woman - seeing her colleague wincing with the pain of heartburn - advises him sotto voce to try the product in question.

Lo and behold, a dark knight radiating a blue glow through his visor appears silently beside her. He's her, um, guardium, it would seem; and he protects her round the clock - whether she's running, sunbathing, or sleeping.

Colin the colleague decides he wants her guard for himself... but eventually has to climb down off his high horse and accept he'll have to get his own.

To say it's tough out there may be the understatement of the year, but it's also the tagline of Apple's latest commercial. The tech giant aim to show they mean business in an increasingly crowded smartphone market, and that requires one sturdy piece of kit: the iPhone 11 Pro.

Said device is put through the wringer here, as it faces an onslaught of toys, vegetables, and everyday accoutrements in a wind tunnel. Suffice it to say, we don't envy those tasked with cleaning up afterwards.

What makes the ad really pop, however, is the tactile sound design and surprisingly ominous soundtrack. As Soondclub's 'Dvolution' ratchets up the, erm, tension, each thump, squelch, and clank lands with satisfying force... and convincingly suggests Apple's latest is made of the right stuff.

Having won a trio of KP Snacks accounts back in May, St Luke's is now unveiling their first work for one of those brands - the premium crisps Tyrrells. The ad uses real Pathé News footage to create a retro-world where, in cut-glass vowels, a voiceover comments on the folk at Tyrrell Farm as they harvest and prepare potatoes to be fried, bagged and sold.

But these aren't just any old spuds. These are whoppers half the size of a man; and the chillies which flavour them are also terrifyingly large. The only accent of colour in the ad, these humongous edibles arrest our attention pretty effectively while a little tea dance music plays throughout.

It's a charming balance between absurdity and the suggestion of good old fashioned quality. And what really swings it for us is the perfect delivery of that last line with its slight hesitation and emphasis on "...terribly, terribly tasty."