This spot in the ‘Like Brands’ campaign for Aldi supermarkets introduces two explorers who have momentarily stopped exploring to have a postprandial drink, in the form of a very British gin and tonic. They talk of how much they like the leading brand of gin, and equally, the Aldi equivalent. Then they toast ‘absent friends’; and one friend in particular – Edward. It then appears they have eaten Edward and that he was in fact, delicious. To our knowledge this is the only advertisement currently running which features cannibalism.