Where would adland be without MC Hammer? Since 'U Can't Touch This' came out in 1990, the song has featured in more ads than DAVID’s had hot dinners (he must get someone to repair the oven, at long last). The latest brand to use/abuse the track are Aldi, who mock supermarkets that try to price-match them.

'U Can't Touch This' becomes 'U Can't Match This', sung by a man who rides a golden ostrich and grabs an apple that contains the 2023 Good Housekeeping Food Award for Favourite Supermarket. Said prize was voted for by readers, so you can understand why the brand reckon they're untouchable. "Stop, scanner time!" completes the MC mania.