A commercial for Kellogg’s All-Bran seems to have gone back to the source and adopted the crazy butt-obsessed attitude of the company’s forefather, because as the actor talks in the foreground about how great his cereal makes him feel, in the background you can see several over-the-top metaphors for… well, let’s just say “pulling an I-beam out of my wall” is going to take on a whole new meaning. And in case it’s not explicit enough, wait for the tag line.

Slate asked the company what they were thinking: “According to the company, it’s an effort to charm constipated old people with a little frat-boy humor. All-Bran’s target demographic is grown-ups—those 45 and older—and the spot is a nod to the fact that such people can still appreciate potty humor, even at their advanced age.”

“Bran Identity” [Slate]

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