The spot focuses on a father and son relationship who, each day, compete in an arm wrestle after polishing off their Weetabix breakfast. The arm wrestling theme plays on the idea that due to a newly added protein content, Weetabix’s long standing correlation with strength has been extended further, putting a new emphasis on growth and muscle building.

The ad sees the relationship between father and son develop from the boy’s childhood through to adulthood. This sense of a passing of time was brought to life by The Mill’s 2D Team and enhanced in the grade by Mill Colourist, Mick Vincent.