This U.K. commercial for Hovis brand bread takes world champion, four-time Olympic medalist, Victoria Pendleton… and turns her into a woman on a diet.

It begins with an image of her on a bicycle overlaid with her voice discussing the “focus, discipline, [and] determination” she needs to race well… and ends with her in the kitchen talking about how she needs to “stop snacking” and stay slim be cause she “wear[s] lycra for a living.”

Thanks to Rowan T. for the submission!

Lisa Wade, PhD is a professor at Occidental College. She is the author of American Hookup, a book about college sexual culture, and a textbook about gender. You can follow her on Twitter, Facebook, and Instagram.