I love Ryvita. I really bloody love it. I could (and do) eat it all day.
What I don’t love is the current advertising campaign. Dreamed up by a fancy London agency which should have known better, the series of irritating ads features a group of female friends lunching on crispbreads and chatting about their lives.
Ignore, if you can, the derivative concept (Sex and the City anyone?), the less-than-convincing characters, and the frankly insulting banality of their conversation, and take a look at the strapline:
Ryvita - for ladies that crunch.
That? Ladies that crunch?
When I last looked, “ladies” were animate, sentient beings. Not things.
It’s who, Ryvita. Ladies WHO crunch.