She thinks about popping out the window like a jack-in-the-box, screaming and waving her arms so they can see her, being kidnapped by the middle-aged weirdo from Hell.

You can imagine prizing open Nintendo's finest artists heads and being assaulted by streams of colourful invention, pirouetting toward the sky like a hyperactive jack-in-the-box.

The Jack in the Box is a hipster CEO whose ads are filled with carefully crafted irony and an overt stoner vibe.