It’s 2018, but for the most part, advertisers are living in the 1960s. Maltesers is setting itself apart by tackling taboo subjects and highlighting marginalised groups, such as disabled people and the LGBT+ community – but will other advertisers take note?

The spot by Wieden + Kennedy promotes KFC’s $20 Fill Up options, a choice of meal deals designed to feed a family of four. The ad humorously satirizes the family sitcom genre, depicting a ‘conventional’ family scene unravel and become increasingly surreal.

Product placement is a Marmite issue. While some people may find a Miley Cyrus music video featuring EOS lip balm, Tom Ford sunglasses and Beats speakers totally tacky, others barely notice it. Canvas8 spoke to 30 Britons to gauge how they feel about this form of advertising in film and on TV.

Aldi has built a perception of itself as an unpretentious supermarket for the cost-conscious. And by using techniques typical of challenger brands – through self-effacing humour and the use of ‘real people’ in ad campaigns – it’s capturing the hearts (and wallets) of the British public.