The bull also rises in croissant commercial

The Spanish running of the bulls is a time-honored, if foolhardy, test of machismo and sobriety. Hemingway immortalized the tradition in his fiction—but he wrote lots of bad books, so what does that prove? Now, ML Rogers makes the unlikely link between pastries and bull running in an international effort for Vivartia’s 7 Days Single Croissants. The spot targets teen boys—apparently a key demographic for baked goods—and shows one of them gulping down a chocolate-filled croissant.