So I'm watching TV the other day and there's this advert. It's a naked male contortionist on a desolate, slate-filled quarry landscape, and he's folded himself up so his head appears lodged up his bum.

So I'm struggling with the interpretation of this. Man With Head Up Own Arse . . . has to be a party political broadcast, surely?

It turns out to be for solpadeine. The bloke slowly uncurls, emerging with a relieved expression as he gulps in fresh air (and frankly, who could blame him?).

I look up the product hoping there's an image to entertain y'all with, but the first thing I get on Google is a site for people addicted to solpadeine products! Jesus, is this arse-head poking thing one of the darker side-effects of this apparently innocuous over-the-counter medication?

I think we should be told.