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Shredded Wheat has released a TV spot introducing a new brand character – the cereal's inventor, Henry D Perky. In the ad, which was created by McCann London and set in the late 19th century, Perky exercises to stay in shape before tripping over some wheat. He then realises that the crop could hold the key to a healthy heart. The work was created by John Hurst and Sarah Clift, and directed by Vaughan Arnell through Stink.