Thinkboxes November/ December 2009 winner: Weetabix ‘Jockey’ by WCRS

Weetabix has been a bastion of breakfast bowls for decades. It’s one of those great British brands that requires little introduction. 

However, being a household name can mean a brand gets taken for granted. The challenge for Weetabix’s latest campaign was to remind people that it sets you up for the day ahead. The brief to ad agency WCRS was to make people fall in love with the brand again.

‘Steeplechase’ shows a horse and jockey taking a tumble at a fence during a big race. As they try to pick themselves up, the horse starts to talk – and tells the jockey to go on without him. 

The jockey sets off on foot and roars past the rest of the field to win the race. The ad uses the strapline: ‘Someone’s had their Weetabix.’

Abbott says that additional excerpts are being produced that will add a twist to the commercial.


We are trying to reconnect people emotionally with Weetabix. We have done a good job about telling them what they can eat it with, now we are reminding them why they love it.

Sally Abbott Marketing Director, Weetabix

Client Sally Abbott,Weetabix; Ad agency WCRS Creative team Larry Seftel, Dave Day Production Rattling Stick Director Ringan Ledwidge

Other ads on the podium

Barnardo’s: Turn Around (2nd)

  • Creative agency Bartle Bogle Hegarty
  • Creative team Toby Allen, Jim Hilson
  • Client Collette Collins
  • Production company Gorgeous
  • Director Chris Palmer

John Lewis: The Feeling (3rd)

  • Creative agency Adam & Eve
  • Creative team Ben Tollett, Emer Stamp
  • Client Craig Inglis
  • Production company Blink
  • Director Benito Montorio

Also shortlisted

Honda: Everything

  • Creative agency Wieden & Kennedy
  • Creative team Chris Groom, Sam Heath
  • Client Ian Armstrong
  • Production company Outsider
  • Director Scott Lyon 

Kleenex: Let it out

  • Creative agency JWT London
  • Creative team Dominick Lynch-Robinson
  • Client Christof Baer, Yolande Battell
  • Production company HSI
  • Directors Rankin and Chris

A view from a Thinkbox Academy member on this month's picks


I love telly ads. In my ever so humble, there is no other channel so perfectly placed to provoke a genuine emotional response.

Jonathan Burley Chief Creative Officer

Click here to see who won the previous award

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