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Shreddies enlists DIY SOS presenter Nick "get it done" Knowles to help consumers start the day off right.

The ad begins as Knowles emerges from a pile of dirty clothes, before listing his far-fetched achievements, from building the hospital where he was born to putting up a shelf "just by looking at it".

"When things get tough, don’t eat soft," Knowles declares while pouring cereal into a builder’s hat.

The TV ad launched alongside digital activity. It was created by Rory Peyton Jones and Elliot Lee, and directed by Fatal Farm through Craft. Media is handled by Zenith.

Speaking on the campaign, Knowles, said: "I get up 10 minutes early just to wake up my alarm, that’s why Shreddies came to me as I get stuff done. 

"I know that everyone faces their own everyday challenges, from parenting in a pandemic to ticking through the to-do list. A dependable breakfast of Shreddies can set anyone up to dominate their day."