Launched at the same time as Maynards’ Discovery Patch hedgehogs spot, Dorset Cereals’ animated animals are less cutesy.

There is a hint of Wes Anderson’s Fantastic Mr Fox about the ad, in which a bunch of woodland creatures are awoken by a cheesy (bird) breakfast radio DJ. His squirrel pal spins a tune, and we see pigeons, bunnies and foxes going about their anthropomorphised morning rituals.

The music is catchy, the animation witty (witness the pigeons suddenly awakening) and the animals’ mannerisms are warm and human. The ad subtly hints at Health benefits, allowing the viewer and the simple and smart ‘life begins at breakfast’ slogan to do the work. Smart stuff.