Kellogg's Corn Flakes "My perfect bowl" by Leo Burnett

Kellogg's is highlighting all the weird ways that people eat Corn Flakes in the brand's first TV ad in five years.

A series of spots features real people from around the UK talking about their preferred bowls of cornies, from topping it with peanut butter to drowning it in warm milk. The brand is encouraging debate about how to eat Corn Flakes using the hashtag #myperfect bowl. The £10m campaign comes as sales of the cereal have fallen for each of the last four years.

Emma Banks and Noe Vavilovas created the ads at Leo Burnett.