Shredded Wheat "Backyard BMX" by McCann London

A thrill-seeking father relives the glory days of his youth in the latest ad for Shredded Wheat's "Life's better Shredded" campaign.

After filling up on a bowl of the cereal, he borrows his daughter’s BMX and swoops towards the skate ramp – but has he bitten off more than he can chew? The spot was written by Erik Uvhagen, art directed by Alex Dunning and directed by Mike Maguire through Outsider. 


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