Pick of the week: Captain Morgan grime track hits the right notes

Simon Gwynn is feeling pumped up for a night out with a sensible quantity of rum after watching Diageo's responsible drinking rap from Lady Leshurr

It could have been an embarrassing mess and skirts close to the line at points, but this catchy number succeeds not just because Lady Leshurr is a credible figure for the young adults being targeted (or at least this 30-something assumes so), but because she delivers the message with what seems like genuine conviction.

Brand: Captain Morgan
Title: #LiveLikeACaptain
Agency: 1000 Heads
Client: Giselle Diamanti, senior brand manager