Saatchi & Saatchi NY Is ‘Expecting’ for Fiber One

By Erik Oster 

Saatchi & Saatchi New York launched a new spot for Fiber One, set to an original song by Michael Bolton, all about a man who is “Expecting.”

The spot follows the man as he checks days off of a calendar, is offered a seat on the bus by an elderly woman, indulges his chocolate ice cream cravings and weeps while watching a movie. All the while, his man bump continues to swell as the schmaltzy Bolton tune, “I Just Can’t Wait to Meet You,” plays in the background. The conclusion of the spot reveals a gross twist that shouldn’t be too surprising when you consider this an ad for Fiber One. The gross out humor of the spot certainly is memorable, but  will it stick in viewers minds for the right reasons, and, more to the point, make them want to pick up a box of Fiber One? In addition to the ad, the brand also released a behind-the-scenes video with Bolton in which they explain to the singer what the song is actually about (and apologize).

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