Yet Weetabix rekindles that spirit to pit man against horse in a 90-second steeplechase, with a bisk-fuelled jockey sprinting to thwart equine rivals after being unseated from his not-so-trusty steed.
The ad has all the sweeping majesty of the Grand National itself, thankfully without the meaty spectacle of Clare Balding, and even features Michael Gambon as the voice of the horse, in arguably his greatest role since The Cook, The Thief, His Wife and Her Lover.
Hang on. They shoot horses, don't they?
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