The phrase ‘back to school’ always used to give the summer holidays a hint of melancholy, but in Covid Britain, the nation’s kids can’t wait to return.

“That was the longest break ever!” notes the little star of Kellogg’s new ad, which retraces, in an animation of his drawings, the lockdown experience. It’s cute, inventive stuff, focusing on the lad’s adventures with his dad – football, fort-building and talking to granny on video chat, as well as a bit of maths.

“But now it’s time to go back to school,” our hero tells us, telling his dad “you’ll be OK” (aww) and that they can still do breakfast together. Kellogg’s presents itself as a reassuring constant in a weird world, also reflecting some of the lad’s confidence. Let’s hope it’s well founded!

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