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How do you solve a problem like Hermes? Change the name, of course. After numerous articles, documentaries, and undercover investigations sullied their reputation, the courier firm have morphed into Evri, with agency VCCP and director Charlotte Regan tasked with the brand's relaunch.

Their answer is a 60" commercial that charts one delivery driver's relationship with a single household. As Jimmy Cliff's 'Wonderful World, Beautiful People' sets the tone, we see him become a supporting player in a couple's life, one package at a time.

It's an idyllic, well-shot portrayal of the job where nothing goes missing or catches fire, which is a start. However, it will take more than a reggae soundtrack and a cute baby to convince those with PHSD (post-Hermes stress disorder).