Let's get squidgy.

It's been a long day for the woman in this Soreen commercial. She still has to walk her dog, even as a storm rages outside (you can tell her umbrella has already thrown in the towel). If only there was a squidgy malt loaf in a yellow wrapper that could say what she needs to hear and make the sun shine again.

Because we live in a strange and squidgy world, viewers get a loaf with sultanas for eyes and a mouth that sings, "Touch me, squeeze me, hold me." When the sun hits a colander and fills the room with dappled light, how is a hungry protagonist meant to resist?

Even if the way she yells Soreen at the end is a bum note, the ad still works as a 30" pick-me-up. If it leads to increased sales of malt loaf, even butter better.

Product Category: Bread / Bread Products

Territory: UK

Let's get squidgy.

by Andrew MacGregor

It's been a long day for the woman in this Soreen commercial. She still has to walk her dog, even as a storm rages outside (you can tell her umbrella has already thrown in the towel). If only there was a squidgy malt loaf in a yellow wrapper that could say what she needs to hear and make the sun shine again.

Because we live in a strange and squidgy world, viewers get a loaf with sultanas for eyes and a mouth that sings, "Touch me, squeeze me, hold me." When the sun hits a colander and fills the room with dappled light, how is a hungry protagonist meant to resist?

Even if the way she yells Soreen at the end is a bum note, the ad still works as a 30" pick-me-up. If it leads to increased sales of malt loaf, even butter better.

Product Category: Bread / Bread Products

Territory: UK