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The Guardian - UK
The Guardian - UK
Entertainment
Marie Le Conte

Joe Wicks's Uncle Ben’s advert: more proof that Instagram is the worst

Joe Wicks makes chicken and spinach curry.
Easy does it: Joe Wicks makes chicken and spinach curry.

Is Instagram the worst thing that’s happened to us recently? Sausage legs and filter overdoses aren’t as bad as Donald Trump in the grand scheme of things, but Instagram has brought countless fitness gurus to fame and must be punished for it.

Joe Wicks is one: he is 30 years old and from Surbiton, where he presumably got bored enough to start Instagramming pictures of himself and his grub, which made him so popular that Uncle Ben’s has shoved him into one of its adverts for its Healthy Meals Made Easy.

In 20 seconds, he guides us through his chicken and spinach curry recipe, which in many ways is anyone’s chicken and spinach curry recipe. “Isn’t 20 seconds a bit short for a chicken and spinach curry recipe?” you ask, and yes, yes it is, but Joe Wicks doesn’t explain, he just shouts words at you, like “red onion!” and “chicken breast!” with the high-pitched tone of a teen in an American Pie movie about to come after masturbating into a sock. The recipe doesn’t go into enough detail to be of any use to anyone, and much like the teenage wank into the crusty sock, is already forgotten before it’s even really ended.

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