Move over Paul Hollywood. This new Filipino ad for brand Julie’s Bakeshop turns a rude boy into a dough boy as it challenges sexism and ageism at the gym. 

The spot from Manila-based agency GIGIL sees an insecure gym rat mock and belittle a pair of older women as they workout in the weight section. As his insults escalates, a hero appears in the shape of the bakery brand’s mascot Julie – literally smooshing him into a lump of fluffy dough and baking him into a tasty (if slightly eerie) batch of rolls. The deadpan humour blends with body horror as the gym rat’s eyeballs roll wildly.

Julie’s Bakeshop is a well-loved Filipino bakery chain, known for its cheery mascot Julie, bedecked in yellow and red. 2021 is the 40th anniversary of the brand and this campaign shows that while Julie’s bread might be fluffy and light, she’s not going soft. That's why the campaign comes with the tagline '#JuliesFreshAt40 still, so #StopTitaShaming' that is to say, 'Stop Auntie Shaming'. 

Suitably, the ad was directed by Marius Talampas, a commercials director whose reel is packed with surreal humour, rich cinematography and bombastic silliness.