Mom, Dad and schoolboy all compete for who's got the biggest day ahead of them in this spot by BBH for UK cereal brand Weetabix. But it's the baby of the family who can top that.
Carrying the strapline 'Fuel for Big Days', the ad kicks off a seven million pound campaign designed to position the brand as the ideal start for dealing with a busy day. Supporting the TV will be a series of UK-wide radio ads, smartphone initiatives, social media and YouTube activity. There's also a new pack design, developed by Springetts and featuring a 'slow release energy' motif.