What Is The Word

"In the 1990s British ads for the cereal Weetabix implied that it made the eater so strong and powerful that others were terrified of him. One such TV ad had Kelly in full armour in a hut under siege by the police. As the officer in charge calls for his surrender, Kelly emerges from the hut with a spoon and cereal bowl, threatening to “eat the Weetabix” if they make a false move. The officer tells his men to stand back since Kelly is not bluffing. One of them cocks his rifle, whereupon Kelly brings the spoon to his mouth only to find that the mouthpiece in his helmet is too small for the spoon. Thus he cannot carry out his threat and is forced to surrender"