A sunny day at a crowded beach, with vendors making their rounds peddling ice-cream and beverages. On the soundtrack, that 60s hit “Sugar” by The Archies. But, as we were informed at the spot’s very beginning by a title: “This is a sugar-free commercial.” And, as a result, all those sugary comestibles and beverages enjoyed by the people on the beach are pixelized to render them unidentifiable. As, in fact, is the song: each time the singer comes to the words “sugar”, “candy” or “honey” – every 10 seconds, basically – there is the kind of bleep American TV uses for profanities. The only beverage that can be seen clearly is Fun Light, which – yes, you’ve guessed it – is sugar-free.