There's a danger for any company touting its socially responsible cuddliness that more or less anything it does will come off as a cynical PR stunt rather than altruistic act of ethical enterprise.

After all, companies exist to make cash - all that touchy-feely tree-hugging and moral do-goodery is best left to, say, the Government.

Unilever's Flora brand tries hard to avoid that trap for the second phase of its Cooking With Schools campaign. The new spot features spiky-haired former syrup salesman Gary Rhodes hanging around a playground and bothering the children with his healthy-eating gospel and box of utensils.

Rhodes presides over the good-natured anarchy like a culinary Fagin, his beatific grin at times threatening to stretch so far you rather worry (okay, hope) the top half of his head will detach completely and plop to the floor like an underdone soufflé.

However, kudos to Unilever for using what appear to be real kids in the ad - no bronzed, toned stunt-midgets here, just plenty of podgy, dough-faced youngsters who could probably do with a bit more exercise. Sign them up for the Flora London marathon.

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