Muller Light’s latest ad continues its heavy-handed theme of debasing the objectified men it uses to sell its aerated dairy products – perhaps finally reaching a kind of climax.

The ad deploys the usual buff and topless ‘fat free’ young male as eye-candy, this time handling his ‘pot’ – but he loses control at the signature ‘FAT FREE!!’ shrieks and ends up glazing himself. Hee-hee!

All things considered, it’s just as well that the ASA have effectively ruled that men can’t be objectified.

h/t PW