Flaky Thinking.

Only the crumbliest, flakiest chocolate
Tastes like chocolate you'd brush to the floor.


Joss Stone features in the latest version of the classic Flake ad. She's there no doubt to modernise the feel, but the women who brought it to my attention had noticed something else.

At the end of the piece, she brushes away the chocolate crumbs and with it all the sensuality. Because, as my friends said, they would never brush the chocolate away, they'd eat every piece flake by flake. Here it just ends up on the floor.

Along with its effectiveness.