Snack brand Go Ahead’s pair of new ads simultaneously poke fun at health trends, while attempting to promote healthier eating. So can the brand have its low-calorie snack bar and eat it?

The first consists of a close-up of a woman apparently attempting to make almond milk… by aggressively squeezing a single almond. The actor’s excellent delivery compensates for the rather hackneyed premise of the joke. The other ad sees another woman assembling a ‘healthy’ smoothie, which looks genuinely foul, particularly when she gags and some dribbles out of her mouth. Gross.

Making almond milk or a nice smoothie isn’t that difficult, of course – but these ads should work for those who can’t be bothered to try. On the other hand, it’s pretty hard to argue with that ‘go easy on yourself’ strapline at this time.