El Cigarral “Soft Cheese” & “Chewing Gum” [00:15]# A brie-shaped cheese sits on a counter on the left of the screen. A man approaches it with a knife. Even before he can cut a piece, the cheese starts to sag over the edge of the counter. The man slices the edge of the counter. The man slices off a soggy portion, looks at it oozing over his hand, lobs it away and walks off in disgust. If the cheese you buy is a “bit of a letdown”, try El Cigarral – “The Mild Cheese”. In the second commercial, when the man tries to slice offa piece, the knife sinks into the cheese and comes off all sticky as if covered by well chewed bubble gum. “Do you find you’re always sticking to the same cheese? Try El Cigarral..”