This lovely film by Lucy Fairbanks taps into the current trend for wild swimming and positions the advertised brand as an ideal accomplice for those keen to indulge. It's a shrewd move. Swimwear tends to be associated with Olympians and swimming in chlorinated pools, but with a growing number of people preferring to swim in more natural settings, Speedo have decided there's something to be gained from being their champion.

The brand has also very sensibly allowed itself to play second fiddle to the activity being depicted. This quiet presence is a lot more likely to strike a chord with this particular target market, and the authenticity of Fairbanks's film adds to this hugely.