What Is This Pregnant Guy Actually Expecting?

Fiber One's Latest Spot Has a Really Gross Twist

By Alexandra Jardine. Published on Aug 27, 2015

Editor's Pick

Keep watching for the truly gross twist in this spot about a pregnant man, by General Mills brand Fiber One.

The spot, by Saatchi & Saatchi New York, purports to be all about a man who's "expecting" (perhaps an insider nod to Saatchi's first famous U.K work?). And there are some gentle comedic moments as his wife helps him through his pregnancy, from getting a seat on the bus to cravings for chocolate ice cream and emotional weeping. All the while, his "bump" is getting bigger and bigger. It's set to a slushy ballad specially recorded by Michael Bolton (and there's a funny Behind the Scenes with Bolton to accompany the ad). But the twist is not the pregnancy -- that comes later on. Because, as the agency has to tactfully "point out" to Bolton, this is an ad for Fiber One.

Rate this Ad

You must be registered to rate this ad.
Please or Register Now


Aug 27, 2015
Saatchi & Saatchi New York
Fiber One

Need a credit fix? Contact the Creativity Editors


The Creativity Newsletter

The Creativity newsletter is editorially curated to spotlight the work that’s hitting the mark—or missing it altogether. Sign up to have it sent to your inbox.