Weetos 'for breakfast and beyond' by 101

101 has created a campaign for the Weetabix cereal brand Weetos. The work is the first by 101 since it was hired as the lead creative agency for Weetos at the end of last year.

The £1.8 million campaign includes a TV ad that sees a teenage boy draw strength from Weetos to battle with a moustache, which is used to symbolise the archetypal tough guy.

The ad concludes with the strapline: "For breakfast and beyond." Supporting the spot is a social media game, Weetos Moustache Combat, in which players take on five different moustaches.

The spot was directed by Jim Gilchrist through MJZ. The director of photography was Julian Hohndorf, with post-production by Electric Theatre Collective.