"Are you beach body ready?" asked Protein World billboards of London commuters. While some defended the brand's prerogative to use guilt to advertise its weight-loss product, others have condemned the ads as sexist. Carlsberg has now stepped in to lighten the mood with an ad of its own.

From the gym-goer swigging her mineral water to the Diet-Coke-a-day ritual, Brits love their soft drinks. Choice is ever increasing and the market is valued at £15.6 billion. As people become more health-obsessed, Carlsberg hopes to reposition non-alcoholic beer as a credible premium alternative to ice tea and soda. But will it work?

Anyone who’s seen an American college movie is familiar with the stereotypical frat boy; excessive boozing, scantily clad sorority girls and fierce camaraderie define him. It’s nostalgia for such ‘bromance’ culture which is the driving force behind San Francisco-based shorts brand Chubbies. But how did these tiny shorts manage to unite a ‘bro’-based style cult?

With lads’ mags Nuts and Front publishing their final issues in April 2014, The Sun’s Page 3 under fire, and even the relatively more sophisticated idea of metrosexual man now an assumed norm, does the 'lad' still exist? If so, where can he be found? And is it worth trying?