'Quality of life' marketing

Is it just me or is there a whole slew of ads out at the moment intended to make you believe that, not just will the product make you thin/beautiful/happy/sexy, but that it will make you a more alive person.

Seriously. Johnston Mooney and O'Brien, sponsoring Today FM weather (I think). "Love bread, love life."

The Twelve Hotel, Barna, Co Galway. "Celebrate Food, Celebrate Wine and Celebrate Life."

Some wine crowd (can't remember who). "We love wine, we love life."

What is this about? Has someone just caught on to the fact that people, sorry, consumers, are actually living beings? And is this an attempt to bring 'quality of life' in as a marketing ploy? Because if so, it's really not working.

I mean, any idiot understands that eating healthily, playing sports, going on holidays, etc, improves your quality of life. (Thanks to successful advertising campaigns for same, I am now beginning to suspect.) But bread? And wine?

As a carb addict, I do love bread. But I wouldn't say loving bread makes me love my life any more intensely than I would otherwise. In fact, the bloating probably makes me love life slightly less. I love wine too, and the same applies.

Marketers, and advertising execs, stop jumping on every bandwagon passing, and think of something original. Please. Or I might just stop loving life altogether.