Ad of the Day: Weetabix

When parenting is this exhausting, you'd better fuel up

Everybody knows kids need a good breakfast to give them energy for the day ahead, right? According to Weetabix cereal, sometimes it's the parents who need a boost to keep up with their wild offspring.

Building on its "Fuel for Big Days" campaign—last summer's spot had a family arguing over who was embarking on the most stressful day—Weetabix and BBH London are once again having fun with the nuclear-family dynamic to show just how important a hearty breakfast can be. The latest spot features the typical "lone dad with his kid" situation. "Have fun!" says Mom, as she leaves her husband and son for the day. The boy, pouring milk over a bowl of Weetabix Golden Syrup, pushes the cereal across the table to his father, telling him solemnly, "You're gonna need it."

And need it he does, as Dad chases his son around the park, swims laps, and gets beaten up by soccer balls. "He looks shattered. You should look after him more often," the mother says as she returns home, presumably to her husband. "I will," chimes the son. (Is there anything cuter than a precocious kid with a British accent?)

While the concept of wheat patties drenched in milk—or "golden syrup," for that matter—might not seem especially appealing to a U.S. audience, Weetabix is a breakfast staple in the U.K. According to the brand, 1037 million bowls of the stuff are consumed every year. So, next time you reach for the Rice Krispies, remember that your British counterparts are happily consuming a bowl of flattened, cardboard-like logs as they gear up for their hectic schedule. It'll make you feel a lot better.

Client: Weetabix
Agency: BBH
Spot: "Dad's Day Out"
Senior Brand Manager: Hannah Blackburn
Marketing Director, Weetabix Food Co.: Sally Abbott
BBH Creative Directors: Dominic Goldman, David Kolbusz
BBH Copywriters: David Kolbusz, James Gillham
BBH Art Directors: Dominic Goldman, Graham Cappi
BBH Producer: Georgina Kent
BBH Team Director: Luke Algar
BBH Team Manager: Nicolas Jayr
BBH Strategy Directors: Jonathan Bottomley, Nina Rahmatallah
BBH Strategic Business Lead: Nick Stringer
Production Company: Moxie Pictures
Director: Frank Todaro
Producer: Charlotte Woodhead
Director of Photography: Fede Alfonzo  
Postproduction: Absolute
Editor, Editing House: Joe Guest, Final Cut
Sound: Aaron at Wave
Typographer: Dominic Grant at BBH