Please refer to Exhibit A below.

Toward the end of the advert somebody has sliced that loaf into an individual slice, please refer to Exhibit B below. Surely if you had a slice of that and picked it up all of the filling would fall out.

So the two options are having a half a loaf of bread sandwich or a slice of bread with the middle removed, pretty much exposing the crusts. What have you learned James? Don't try and reinvent the sandwich wheel.

This thread was made on the back of Exhibit C. Thank you.

Exhibit A: https://i.ytimg.com/vi/RpkL5fzeI9w/hqdefault.jpg
Exhibit B: https://youtu.be/RpkL5fzeI9w?t=37s
Exhibit C: http://drownedinsound.com/community/boards/social/4478063#r9034301