Banks Hoggins uses toddlers to promote benefits of Weetabix

Energetic children engaged in endearing acts of mischief are the stars of a new Weetabix campaign aimed at reinforcing the brand's credentials with mothers.

Banks Hoggins O'Shea/FCB has devised the series of ads breaking in the parenting press next week and running until next summer. Media is by PHD.

Each of the ads depict moments from a child's world with headlines written from a child's point of view.

In one ad, a toddler is seen chasing a guinea pig around a garden with the words: "Why small furry pets are great - the more they wriggle from your grasp, the more they want to be picked up."

In another, a pyjama-clad small girl bounces on her bed. The caption asks: "Why is no- one else awake? Wake them up and ask them!"

The ads were written by Bryn Attewell, art directed by Mark Robertson and photographed by Harriet Logan.