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
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Scottish Labour's defeat to the Tories confirms a political transformation

The defining divide is no longer between left and right but between unionist and nationalist.

It was Scotland where Labour's recovery was supposed to begin. Jeremy Corbyn's allies predicted that his brand of left-wing, anti-austerity politics would dent the SNP's hegemony. After becoming leader, Corbyn pledged that winning north of the border would be one of his greatest priorities. 

But in the first major elections of his leadership, it has proved to be Labour's greatest failure. A result that was long thought unthinkable has come to pass: the Conservatives have finished second (winning 31 seats). For the first time since the 1910 election, Labour has finished third (winning 24). Scottish Labour leader Kezia Dugdale stood on a left-wing platform, outflanking the SNP on tax (pledging to raise the top rate to 50p and increase the basic rate by 1p), promising to spend more on public services and opposing the renewal of Trident. But rather than advancing, the party merely retreated.

Its fate confirms how Scottish politics has been realigned. The defining divide is no longer between left and right but between unionist and nationalist. With the SNP as the only major pro-independence party, the Tories, led by the pugnacious Ruth Davidson, framed themselves as the pro-UK alternative - and prospered. In contrast, Dugdale refused to rule out supporting a second referendum and suggested that MPs and MSPs would be free to campaign for secession. The result was that Scottish Labour was left looking dangerously irrelevant. "Identity politics. Labour doesn't get it," a shadow minister told me. Its socialist pitch counted for little in a country that remains ideologically closer to England than thought. The SNP has lost its majority (denying it a mandate for a second referendum) - an outcome that the electoral system was always designed to make impossible. But its rule remains unthreatened. 

Corbyn's critics will seek to pin the baleful result on him. "We turned left and followed Jeremy's politics in Scotland, which far from solving our problems, pushed us into third," a senior opponent told me. But others will contend that a still more left-wing leader, such as Neil Findlay, is needed. Dugdale is personally supportive of Trident and was critical of Corbyn before his election. Should she be displaced, the party will be forced to elect its sixth leader in less than five years. But no one is so short-sighted as to believe that one person can revive the party's fortunes. Some Corbyn critics believe that a UK-wide recovery is a precondition of recovery north of the border. At this juncture, they say, SNP defectors would look anew at the party as they contemplate the role that Scottish MPs could play in a Westminster government. But under Corbyn, having become the first opposition to lose local election seats since 1985, it is yet further from power. 

In Scotland, the question now haunting Labour is not merely how it recovers - but whether it ever can. 

George Eaton is political editor of the New Statesman.