The chief of the agency responsible for one of the most famous ever TV ads has revealed that its punchline started life as one for milk.

‘The “I bet he drinks a lot of milk” slogan we pitched to Milk morphed into the famous Carling line. “Dambusters” was the lucky bounce; the BACC objected to risking upsetting the pilots’ widows, it was saved by the 617 Squadron Society giving us their permission.’

The silly thing is, the ad would have worked just as well for milk, as it actually says nothing at all about lager, other than implying that you gain some sort of superhuman power as a result of consuming it. (Or, perhaps this is true? Thankyou squire, mine’s a pint.)