The latest work for Weetabix marks the start of a long-running campaign and sees a return to humour with a huge filmic feel.
It’s the start of a huge steeplechase and we focus on a small blond jockey and his beloved horse. The tape’s dropped and they race off in a cloud of other horses, flying turf and willing support.
But disaster strikes and they fall at the first fence. The jockey crawls towards his steed to ask if he’s ok and the horse rather unexpectedly replies
Instead of abandoning the race, he urges our hero to continue on foot “Go on without me, run like the wind!”.
With a show of true British grit, our underdog obeys. He takes off and races towards the next enormous fence. Leaping high into the air he lands just behind the pack.
Quickly he gains on them until he’s running among them, buffeted by huge haunches and swishing tails but he races on. At last he’s on the final straight and neck and neck with the leaders.
One final surge and he wins by a nose. Arms high and rejoicing he clears the line and we see his horse cheering him on from the sidelines.
He’s a hero. And the endline appears as if to explain everything: ‘Someone’s had their Weetabix.
It was written and art directed by Larry Seftel and Dave Day at WCRS and directed by Ringan Ledwidge through Rattling Stick.
“As soon as I read the script it reminded me of great British advertising and I really wanted to shoot it, which is ironic because horses scare me,” admitted Ledwidge