Weetabix continues its Withabix/Withoutabix theme with a humorous national television campaign through Lowe Lintas.
The work, the first of four executions, breaks next Tuesday and features a black horse making a breathtaking run across cliff tops and through sea spray, backed by the theme music from the children's TV show Black Beauty.
The horse stops at some stables, where it splits into two like a pantomime horse and two men get out. One man says: 'Good that, Bob.' The other replies: 'Aye, cracking.' The 'Withabix' stamp then appears on the screen.
The campaign was written by Brian Turner and art directed by Mickey Tudor, based on a concept developed by Mick Mahoney and Andy Amadeo. It was directed by Graham Rose at Rose Hackney. Media planning and buying is through Western Media.
Earlier this year, Weetabix overtook Kellogg's Corn Flakes to become the UK's biggest cereal brand after a 12.5 per cent growth in sales.