We are in opposite camps on this one. I loathe this ad.

And, hullo, I'm probably the target market.

I get where the idea stems from, drop all the aspirations of looking good when exercising, because that won't happen, which is a fine insight on it's own if that was the only thing preventing people from going to the gym and the sole cause of obesity. Which it's not. But then to take that (mediocre) insight and actually turn it into a camera that ogles jiggly ass and pan-zooms into bouncing breasts - dudes, wasn't the insight just now that women were self-conscious at the gym, swimming pool, and jiggling around during aerobics? How does cinematically leering at all these women help that? Oh it's empowering now, because it's on the telly? Really, now.

And to top it all off, you're calling women girls. I'm a woman, thank you very much, and so are the women in the advert. Quite simply, it's a fine line to balance and this is no Nike: Find your greatness pep talk, is it? It's also no "My butt is big" poem about a thousand lunges creating a fit body, not a model body. This ad is in a word you English use with such perfection, shite.

I like the tracking in the ad, how he's always in the same spot, despite new scenes. That's a cute touch.

Was this inspired by childhood like the AGI & SAM fall 2015 collection? Seems glass marbles had something to do with it. It all looks very Spandau Ballet to me, either way.

He's a model and "bearded scenester", represented by Next. He instagrams here and blogs for Tatler about being English in New York.