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I love being able to stand on the bike and huff and puff up or down the hill.

In the ad, Berlant suggests that the woman on the mountain needn't huff and puff on that ragged path upwards — an act meant to symbolize eating a plant-based diet to save the planet.

“The Canadian government placed a very big bet that this was all a bluff from the tech companies and they could not live without Canadian news and they would huff and puff but would ultimately cave,” said Michael Geist, the Canada research chair in internet and e-commerce law at the University of Ottawa.

"The message is quite simple: if you do a lot of "huff and puff" exercise, then your risk of dying early or developing diseases in the future is reduced. If you avoid exercise your health may suffer."

And for all the huff and puff, a panicked and pedestrian Wales were desperately short of quality and creativity in the final third, despite the array of attacking options.