Can recall being a young teenager and being on the one hand struck that they were suddenly including men as consumers of household products, but at the same time that they were depicting these men as bizarre & wildly incompetent.

It took a further TWO DECADES to see an ad with a normal man using a normal product like a normal person.

Was splendidly unaware of the substantive issues back then, so that I even noticed this as startling seems telling.

I’m shocked they were still using it, I’d assumed it was long gone

Watch people have an absolute meltdown over this lol

This is the best summary I could come up with:

The frozen foods retailer has tweaked its strapline to the more neutral “That’s why we go to Iceland” in an advertising push with the TV personality Josie Gibson as its new ambassador.

In 2004, with pop star Kerry Katona fronting its ad campaigns, the strapline was updated to the now classic “That’s why mums go to Iceland”.

Walker said Gibson, who is a mother herself, was “the perfect person to encapsulate the friendly welcome” customers receive at Iceland.

The latest celebrity ambassador represents a change in tactics after Walker’s announcement last year that amid growing losses, it had dropped its Christmas ad in order to invest in “supporting customers during the cost of living crisis”.

The retailer has recently aimed to broaden its appeal to UK shoppers beyond the frozen foods aisles, launching its own household goods range among a variety of new own-label products.

The latest ad campaign will run over 12 months, during primetime TV slots starting from Saturday, including Gogglebox, In for a Penny, Britain’s Got Talent and Made in Chelsea.

The original article contains 383 words, the summary contains 174 words. Saved 55%. I’m a bot and I’m open source!