Kellogg’s Special K has a diverse and stylish campaign that’s passed the ultimate test: it’s been out there for a while but is still totally zapproof.

It turns society’s obsession with the perfect female form on its head and advises women to ‘Look good on your own terms. Eat sensibly.’

You’ve probably seen at least the first two in the pool, ‘Designer’ and ‘Changeroom’ which debuted in September. ‘Fat’ and the best spot, ‘Resolution,’ first aired in January.

It’s no surprise that this pool was created by women: it displays female humor at its cut-the-crap best.

‘Designer’ is a classic, with flash runway footage of the usual clothes-hanger models evolving into the zaftig male designer modelling his own clothes – to horrifying and hilarious effect. His fishnet-clad rolls of flab are surpassed only by the look of complete hauteur on his face. The super reads ‘Designers should try wearing what they design for us.’ You go, girl!

‘Changeroom’ takes a great idea a little too far over the top. We watch a fitting room curtain and a pair of legs and hear the ambiant sounds of a woman trying on new clothes (and not succeeding). My intense pleasure watching this spot dissipated when the woman started throwing things in the air and holding up the perfectly-figured mannequin. Almost every woman can instantly and totally identify with the basic scenario. The broad comedy was unnecessary gravy on the fries. I sense the hand of a male director.

‘Fat’ left me cold, although it’s still totally zapproof. A woman getting ready for the evening hates everything she puts on, thinking she looks fat despite her husband’s claims to the contrary. A true tale in many bedrooms but not one we need our noses rubbed in. The appeal to the average woman that the other spots have becomes a depiction of out-and-out neurosis. This was a character I could identify with – but didn’t want to.

‘Resolution’ is the best of a very good bunch. The execution is right on. Shot in a b&w cinema verite style, men, average joes, spout the PC, post-Kate Moss party line of women across North America: ‘I will not let my dress size determine my self worth.’ and ‘I have my mother’s thighs. I have to accept that.’ Those words, when put into the mouth of a bald guy with a beer belly, somehow show up the whole weight and shape obsession for the bull droppings it really is. And manage to position Special K as being above the fray. Smart advertising well executed.

Roll credits:

Special K ‘Resolution’

Production house: Imported Artists

Director: Richard D’Alessio

Cinematographer: Simon Mestel

Production house producer: Denny Kennedy

Agency producer: Colleen Floyd

Art director: Elspeth Lynn

Copywriter: Lorraine Tao

Editor: Alex Eaton

Editing house: Stealing Time

Music: Rosnick MacKinnon