Francesca Newland chooses the St Ivel Mature Cheddar commercial
through Mitchell Patterson Grime Mitchell: ’The ad shows a mild-mannered
worker trying to persuade his foul-tempered boss to insure the
cheese-sniffer’s nose for pounds 12 million. Confused? So was I. The
angry boss is stereotypically short, fat, balding and vain - not someone
I wish to associate with my cheese butties’.