Ad of the week: Fibre One totally misses the mark with weight loss for women ad

It’s spent the past three months telling us to indulge ourselves, so now it’s time for Adland to tearfully wonder how and why we’ve all become such fat pigs and harangue us into a weight loss regime.

Step forward Fibre One. No, not the new Star Wars film, the General Mills brand that produces healthier brownies and cakes. It’s assembled four female actors, none of whom need to lose any weight, to do their best ‘hungry’ faces while an amusing version of Total Eclipse of the Heart (most original!) describes various cakey temptations.

Fortunately, the ladies ‘finally find the right snack’, and scoff away to their hearts’ delight. Good news for everyone - because of course it’s only women who want to lose weight. Right?