Keep watching for the truly gross twist in this spot about a pregnant man, by General Mills brand Fiber One.

The spot, by Saatchi & Saatchi New York, purports to be all about a man who's "expecting" (perhaps an insider nod to Saatchi's first famous U.K work?). And there are some gentle comedic moments as his wife helps him through his pregnancy, from getting a seat on the bus to cravings for chocolate ice cream and emotional weeping. All the while, his "bump" is getting bigger and bigger. It's set to a slushy ballad specially recorded by Michael Bolton (and there's a funny Behind the Scenes with Bolton to accompany the ad). But the twist is not the pregnancy -- that comes later on. Because, as the agency has to tactfully "point out" to Bolton, this is an ad for Fiber One.