The 30-second ad, which is called "soul man", was created by McCann London and breaks today on ITV during an episode of Coronation Street. A two-minute version of the ad will also run online.
The spot opens with a husband and father from Shrewsbury called Dave, who also narrates the spot. Dave had to give up his great love – the early Northern Soul scene – when he had a family but has now thrown himself back into the lifestyle, and the dancing.
The link to the product is that Shredded Wheat helps to look after your heart, so you are free to follow it.
A second film, featuring a wild-water swimmer called Julie, will follow the launch ad. Shredded Wheat is also running an on-pack competition to find a customer to feature in a film on the company’s website.
The work was written by Sarah Clift and Kate Pozzi, art directed by James Rooke and directed by Finn McGough through Knucklehead. Zenith handled the media planning and buying.