A pregnant man births a childish joke

We don't know what we were expecting from Fiber One.

We shouldn’t have expected more from you, Fiber One, but we did anyway.

Working with Saatchi & Saatchi’s New York office, the cereal’s new spot shows a man as he crosses days off the calendar, fights cravings and goes through all the stages of a pregnancy, all while an (original!) emotional Michael Bolton song plays in the background (the making-of you can see here).¬†When the “big moment” finally comes, you finally get to see that, yes, the entire spot was building to the one, silly joke you had been expecting all along from a fiber-based cereal.

Stimulant: your first source for poop jokes in commercials.


Brand: Fiber One
Agency: Saatchi & Saatchi New York