Weetabix is heading to the races in its latest TV push, in which the cereal rediscovers its funny side. Featuring the strapline 'Someone's had their Weetabix', the campaign will start with a 90-second TV ad on 31 October during The X Factor. It will feature a jockey breaking through the finish line without the aid of a horse, communicating the idea that Weetabix munchers can take on any challenge.