"Don't tell Tony" is an ad created by cereal brand Surreal, cleverly playing with word association, a nod to one of Kellogg's most famous cereals and mascots, Frosted Flakes and Tony the Tiger. "Tasty cereal without the sugar?" is a stab at Kellogg's Frosted Flakes having loads of sugar, and hints that Surreal's Frosted Cereal doesn't have any sugar.