Carlsberg evoke 2012’s ‘The Crate Escape’ as pubs, bars, cafes and restaurants reopen across the country (and, in some cases, immediately close). Shot by director Andy Lambert, the ad stars three mates pushed to the brink by lockdown. It’s been thirsty work, but the trio are ready to escape their respective ‘prisons’. Next stop: the Three Compasses.

From skateboard tunneling to jogger dodging, it’s an impressively mounted ode to responsible drinking. So long as lessons from last Saturday's great Soho piss-up are learned, we may see the brand’s halcyon vision spread across the UK. Needless to say, we hope that’s the only thing that spreads.

A new console generation is upon us, with both Microsoft’s Xbox Series X and Sony’s PlayStation 5 slated for release this year. Judging by a recent NBA 2K21 trailer, the revolution will be sweat-drenched.

Sports games like NBA 2K are traditionally used as graphical showcases, tapping into multiple fandoms for maximum engagement. Cue EA Sports with this bold double trailer for Madden NFL 21 and FIFA 21.

Director Carl Addy deftly blends in-game footage and livewire animation, portraying the impact of gridiron and football at both a macro and micro-level. But the onus is on EA to prove these titles are more than expensive next-gen rehashes.

The staycation season is in full swing, with brands like Fáilte Ireland and even Daz urging viewers to holiday at home. Heck sausages are the latest to chime in, with this upbeat 30” ad directed by Tim & Joe. Forget air bridges and fraught travel insurance, say the Yorkshire-based brand - all you need are some links and a summer wardrobe.

The result is a useful riff on holiday ad tropes like extreme hammock lounging and slow-motion swimming. Even if the ad hits some well-worn beats, the relatable cast’s reactions to pork, chicken, and vegetarian bangers creates a positive assocation with the brand. Neat twist on cocktail sausages in there too.

This government-backed film encouraging people to stay safe this summer is something of an exercise in cognitive dissonance. On the one hand, director Fred Rowson has put together a lovely piece of work: joyful shots of businesses reopening mingle with cartoons, archive footage, and delectable images of all the food we've been missing in lockdown. The film is a breath of fresh air and hope after so much grim messaging over the past few months.

On the other hand, the pandemic is very much not over... and the government's determination to shift the blame from organisational incompetence to personal responsibility has never been more blatant. By instructing viewers to 'enjoy summer safely' while (some would argue) prematurely opening up businesses, turning a blind eye to those ignoring social distancing after a few pints, and telling the public to 'shop for Britain', they wash their hands of any accountability.

There's no question that many of those attending pubs on their first days open will be demob-happy - they're human beings who have been through a traumatic time. However, the fact they're allowed to cut loose when it isn't safe is purely a failure of leadership, and sends a clear message that, to this government, profits matter more than people.

Watching this charming, positive film, one hopes that the summer brings renewed freedom and joy to our struggling society. But Covid-19 still lurks behind every cheerfully-ordered cuppa and trip to the beach. The fact our leaders have decided to sacrifice us for capitalism should make us more cautious about ending lockdown than ever before.