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Bartle Bogle Hegarty is launching a TV spot for Weetabix Golden Syrup on 16 April.

It focuses on the role the cereal can play in helping families through a busy day, featuring a series of events in which an exhausted dad tries to keep up with his energetic son.

The ad is supported by digital and social media activity, and will encourage consumers to talk about the product online, by using a hashtag – #GoldenFuel – in its TV execution for the first time.

The ad was written by David Kolbusz and James Gillham, art directed by Dominic Goldman and Graham Cappi, and directed by Frank Todaro through Moxie Pictures.