This video of Danny MacAskill doing bike stunts in Edinburgh is utterly jaw-dropping. Had it been a cinema ad for a sports brand, or an energy drink, it would have been a worldwide smash.

But of course, it is anyway. And we all made it so. It’s freshness and audacity screams out to be shared.

Big brands have lost the advantage they once had on finding, sanitising and packaging youth culture for us. A big budget and well-researched ad concept is no match for authenticity and peer recommendation.