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Thrill-Seeking Dad Shows How He Gives 100% in Shredded Wheat Spot

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McCann London launches latest commercial spot directed by Outsider's Mike Maguire

Thrill-Seeking Dad Shows How He Gives 100% in Shredded Wheat Spot

Shredded Wheat is showing how 100% whole grain Shredded Wheat helps people get 100% from life in a television commercial launching today, the latest instalment of its 'Life’s Better Shredded' brand platform.

The commercial, created by McCann London, features a thrill-seeking father reliving the glory days of his youth. Filled with 100% whole grain Shredded Wheat, he borrows his daughter’s BMX and swoops like an eagle towards the skate ramp in what starts off as a show-stopping performance, but ends with viewers wondering if he has bitten off more than he can chew.

The first commercial since Shredded Wheat, owned by Cereal Partners, launched its 'Life’s Better Shredded' platform in 2016, 'Backyard BMX' will run on TV and online until 24th February.

Toby Baker, marketing director, Cereal Partners UKA, said: “We believe that good health is vital to getting the most out of life and Shredded Wheat is the healthy catalyst for living every moment to the full. The new ‘Backyard BMX’ TV commercial brings this idea to life perfectly.”

Matt Crabtree and Simon Hepton, creative directors, McCann London, said: “We’ve fuelled up with 100% whole grain wheat and an insatiable appetite for life, ready to saddle up, drop in and propel Shredded Wheat’s audience into the sweet unknown. Continuing our ‘Life’s Better Shredded’ campaign, we’re encouraging people to catch life (and gravity) on the flip side.”

Shredded Wheat - Backyard BMX
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Advertiser: Shredded Wheat

Marketing Director: Toby Baker

Media Agency

Media Agency: Zenith

Planner: Alex Neilson

Planning Director: Marc Whittle

Production Company

Production Company: Outsider

Producer: Richard Packer

Director: Mike Maguire

DOP: Eugenio Galli

Production Manager: Steve Elgar

Editor: Eugenio Galli


Sound Company: CRAFT

Sound Engineer: Giselle Hall

Creative Agency

Creative Agency: McCann London

Chief Creative Officer: Laurence Thomson and Rob Doubal

Creative Director: Matt Crabtree and Simon Hepton

Planner: James Appleby

Producer: Jennifer Gillen

Chief Strategy Officer: Theo Izzard-Brown

Business Director: Tommy Smith

Account Director: Melanie Vickers

Account Executive: Zoe Harris

Senior Art Director: Alex Dunning

Senior Copywriter: Erik Uvhagen

Project Management: Paul Gillespie

Head of Integrated Production: Sergio Lopez

Business Affairs: Nicholas Mugridge/Monique Naraina

Executive Producer: Clare Sullivan

Senior Producer: Claire Hopkins

Genres: Comedy, People, Action

Categories: Food, Breakfast

McCann London, Mon, 28 Jan 2019 16:22:26 GMT