Two weeks on from her very public red carpet sweat shaming, Pussycat Doll Ashley Roberts, has had the last laugh, it seems. The Heart Radio breakfast DJ has become the - very sweaty - face of Extra Flamin’ Hot snacks. As a brand proud of the physical reactions its spicy snacks stimulate, Extra Flamin’ Hot seized on the opportunity to celebrate what is a perfectly natural response to heat - by signing the sweaty star up to be the brand’s new dewy ambassador. Taking no notice of those who baited her, the Pussycat Doll, eating Extra Flamin’ Hot Doritos, sported a statement ‘Trend Sweater’ t-shirt while proudly standing in front of a giant 10m x 7m billboard of her sweaty face at today’s launch. Looking for all the world like the (Pussy)cat who got the cream, Ashley put her pit patch fashion faux pas behind her, as she unveiled the building-sized billboard. Simulating the effect of sweat, the mammoth billboard will pump 1000 litres of water over her face every few seconds for the next week. The radical out-of-home - a first of its kind - is located at Truman Brewery in East London, and is part of a campaign designed to make sweat stylish by working with models more associated with haute couture than hot crisps.
