Emma Watson is - and always will be - famous for Harry Potter. A bit like how Maureen from Driving School will always be famous for Driving School. So obviously when Lancome signed her up for a fragrance campaign, she was only allowed to do it as Hermoine..

The new advert is set in Paris and shows Hermoine wandering Paris, although it could equally be the yard outside Hollyoak's Loft. She spies a bookshop and because she doesn't know French, points to the top shelf. Is that where the smut is? No, it's a magic book called Midnight Rose, which is also the name of the fragrance.

Oi, shoplifter alert - she's swiped it without paying! The assistant chases her through Paris/Hollyoaks village, but she escapes on a boat. Or does she? No, she slides up behind him and it transpires that he wasn't chasing her because she's a thief but because she forgot her hat! How odd. Was she just trying to ditch it because it once belonged to Pete Doherty and is thus a bit whiffy? Probably, but unfortunately someone has put a bad a spell on it so it magically flies back onto her head.

Oh Hermoine - whatever would Harry say?