Go Ahead "Go easy on yourself" by TBWA

Snack brand Go Ahead's New Year campaign pokes fun at January health trends.

While one ad shows a woman as she tries to make almond milk with her bare hands, another spot shows a motivated smoothie drinker as she attempts to scoff down a horrendous-looking drink. Both ads end with the tagline "go easy on yourself".

Launched on 1 January alongside social, digital and outdoor activity, the work was created by Cyndall McInerney and Olly Fernandez and directed by Jonas McQuiggin through Hoi Polloi Media.