Who better to promote Innocent’s new blue drink (or is it green? – we will never know. Either way let us move on) than an actual member of the early-2000s beloved boyband Blue? No one, right? So, yeah, Innocent got Duncan James to take part in their commercial. It is full of neat touches, corny boyband references and obviously not intended praises of the product. Clever and funny, but what does actually make the juice so blue? Surely not Duncan.

Matei Curtasu: “Innocent has always been in the upper echelons of marketing communications, and their new “blue” smoothie launch was orchestrated perfectly. Duncan from 2000s boyband Blue; witty social media banter; and “the dress” controversy all over again, with the Twittersphere taking sides between blue and green. This is honestly one of the best campaigns I’ve seen all year. Fifty quid well spent.”