This film is part of Free

Kelloggs Special K: Oxford Street

Eye-wateringly sexist breakfast cereal ad advising women how to stay trim and stave off that puppy fat.

1970 1 mins


“You can’t call that puppy fat when you’re no longer a puppy” chides the male narrator of this breakfast cereal ad, over extreme close-ups of female shoppers’ posteriors (or, “you-know-what”). Some ads have aged better than others, and the sheer sexism of this one is hard to top. In 1970 the keep-fit boom was a little way off, but the pressure on women to stay “trim” had already saturated the media. The marketing of calorie-controlled diets via convenience products like this would gain momentum into the 1980s and beyond.