The unbearable lightness of Special K

The Adgenda: this weeks most ridiculous advert.

The new Kellogg’s advert for Special K sets out to be poignant in its first line: “from the day we are born, we are defined by a number”. If only this were the whole story; a number is pretty easy to hide. Nobody writes their measurements on their forehead before they leave the house, nor does Facebook demand a kilogram quantity as you fill in your details. We (and of course, though the advert failed to specify, this means “women”) are more defined by appearance and proportion of our bodies. However, it rambles on, asking “but is a number inspiring?” as if when women consider their size as anything other than numerical they immediately float with inspiration. Yes, maybe weight should be lost based on how we feel over how we weigh, but unfortunately how we feel rather depends on how we compare to the standard model of beauty – a standard ironically portrayed by the clingy red dress on the Special K box.

The ad claims “we believe in a more powerful motivation”, following with a stream of inspirational buzz-words that all translate into an irrational desire to fit into that red dress they love so much. And their inspiration knows no bounds: surely if they throw in a couple of other cultures and languages, it’ll show us that women across the globe should all go out of their way to feel accepted for their body shape! They seem to think they’re playing a valuable part in women’s fight to be seen as more than just a splodgy shape of either suitable or unsuitable proportions. Congratulations, you’re focusing on how women feel about themselves rather than how they look, have a cookie for ending female body issues once and for all! Nope. If how women feel about themselves still has to depend on how heavy they are, you’re not creating any sort of magical self-acceptance. “What will you gain when you lose?” I don’t know, what do you expect? Confidence, possibilidades, or perpetuated gender ideals? 

“From the day we are born, we are defined by a number” Photograph: Getty Images
Photo: Getty
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There's just one future for the left: Jeremy Corbyn

Labour's new leader is redefining Labour for the 21st century, argues Liam Young. 

The politics of the resurgent left comes down to one simple maxim: people are sick and tired of establishment politics. When one makes this statement it is usually met with some form of disapproval. But it is important to realise that there are two different types of people that you have this conversation with.

First there are the people I surround myself with in a professional environment: political types. Then there are the people I surround myself with socially: normal people.

Unsurprisingly the second category is larger than the first and it is also more important. We may sit on high horses on Twitter or Facebook and across a multitude of different media outlets saying what we think and how important what we think is, but in reality few outside of the bubble could care less.

People who support Jeremy Corbyn share articles that support Jeremy Corbyn - such as my own. People who want to discredit Jeremy Corbyn share articles that discredit Jeremy Corbyn - like none of my own. It is entirely unsurprising right? But outside of this bubble rests the future of the left. Normal people who talk about politics for perhaps five minutes a day are the people we need to be talking to, and I genuinely believe that Labour is starting to do just that.

People know that our economy is rigged and it is not just the "croissant eating London cosmopolitans" who know this. It is the self-employed tradesman who has zero protection should he have to take time off work if he becomes ill. It is the small business owner who sees multi-national corporations get away with paying a tiny fraction of the tax he or she has to pay. And yes, it is the single mother on benefits who is lambasted in the street without any consideration for the reasons she is in the position she is in. And it is the refugee being forced to work for less than the minimum wage by an exploitative employer who keeps them in line with the fear of deportation. 

The odds are stacked against all normal people, whether on a zero hours contract or working sixty hours a week. Labour has to make the argument from the left that is inclusive of all. It certainly isn’t an easy task. But we start by acknowledging the fact that most people do not want to talk left or right – most people do not even know what this actually means. Real people want to talk about values and principles: they want to see a vision for the future that works for them and their family. People do not want to talk about the politics that we have established today. They do not want personality politics, sharp suits or revelations on the front of newspapers. This may excite the bubble but people with busy lives outside of politics are thoroughly turned off by it. They want solid policy recommendations that they believe will make their lives better.

People have had enough of the same old, of the system working against them and then being told that it is within their interest to simply go along with it.  It is our human nature to seek to improve, to develop. At the last election Labour failed to offer a vision of future to the electorate and there was no blueprint that helped people to understand what they could achieve under a Labour government. In the states, Bernie Sanders is right to say that we need a political revolution. Here at home we've certainly had a small one of our own, embodying the disenchantment with our established political discourse. The same-old will win us nothing and that is why I am firmly behind Jeremy Corbyn’s vision of a new politics – the future of the left rests within it. 

Liam Young is a commentator for the IndependentNew Statesman, Mirror and others.