They say you never forget your first, be it a kiss, car, or global pandemic. Giulia Gandini’s captivating short film depicts another, deeply personal first: a schoolgirl’s first period. As if an impending class presentation wasn’t stressful enough.

Ava’s plight is brilliantly conveyed by former ‘Matilda’ star Clara Read, who squirms in her chair and tries in vain to alert her best friend, Emma. Many viewers will doubtless want to shout “Answer your phone!” at the screen.

Director Gandini’s light touch, meanwhile, keeps things pacy and engaging, and makes the eventual outcome all the more powerful. There is mockery, contrition, and support in this exemplary piece of work, but also - and most crucially - heroism.

Lockdown restrictions may have been eased across the country, but fears over a looming mental health crisis persist. That’s why Lloyds Bank have released another instalment of their Mental Health UK campaign, with a new focus on how lockdown is affecting our collective state of mind. Suffice to say, many are struggling behind closed doors.

As the cast play a therapeutic round of the sticky note game, the brand acknowledge that ‘business is usual’ - and all the emotional and financial support that entails - has changed dramatically. Their hope is that customers find something positive through their partnership with the advertised charity... such as how to cope with a digital banking outage.

This lofty offering from Nike uses sporting comebacks to make a comment about resilience during the current pandemic. It focuses on situations where athletes and competitors have had to fight back from adversity. As lockdown begins to ease, it's a timely reminder that our society is going to have to draw on these qualities to restore any prospect of prosperity.

The coronavirus can't be beaten by force or by fight, but enduring quarantine and maintaining all precautions against spreading the disease is vital. We may be playing a losing game right now, the film explains, but there's still time to snatch victory from the jaws of defeat.

To use the ad's parlance: getting back to normal is a marathon, not a sprint. The athletes shown here during extreme highs and lows offer an example of how sticking things out until the final whistle can turn a result around. As lockdown begins to ease, it's a timely reminder that we're in this for the long haul.