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As the dry voiceover in this ad acknowledges, it's hard to be fussed about fibre.

Yet quirky characters including an owl come together in a new campaign from Arla UK to get people to care about the fact that they’re not consuming enough of it. It promotes the brand’s new range of yoghurts that contains added fibre without tasting bland. The ad was created by Alexandra Sattlecker and Linda Weitgasser at Wieden & Kennedy London and directed by Jake Dypka through Independent Films.