Veteran biscuit Wagon Wheel gets the wheels turning again, with the first advertisement in five years.
Burton Biscuit's hopes to reinstate the lunchbox favourite at the front of consumers minds, with the simple message that the snack is 'Epic Inside.'
The setting for its ad is a nondescript living room. Its protagonists: two ordinary 21st century men. Thus, the video doesn't initially display elements of a typical Wagon Wheel advert.
There is no horse-drawn wagon making its way across the Wild Wild West, nor any lone cowboys or singing cactus.
Although the signature Wild Wild West theme does not take centre stage, it is credited in the sounds escaping the stomach of our living room sitter post-munch.
Just one bite from the biscuit, and suddenly the living room light dulls to red, and our snacker's stomach begins transmitting sounds of the old west, much to the disbelief of the men.
Much like the biscuits 'epic' marshmallow centre, our guy is 'Epic Inside.'
The ad will run across TV and social media.