It is possible to see Butter and Margerine as an excuse to propose marvellous graphic explorations of yellow, matte or shiny, revealed sometimes through the sheer metallic discipline of a silver paper wrapper. OK so far?

But this Delrich advert (bottom row) introduces a striking variant, the squeezable plastic bag of margarine. It stopped me in my tracks once I found it, and it has never been forgotten as a perverse and curiously appealing tactile possibility. Imagine yourself holding this pliant limp thing, and shifting it from hand to hand, before you realised you are being watched carefully by a suspicious consumer about to summon the constabulary.