The opening couple of seconds of cereal brand Jordans new ad purports to show us the brand’s HQ. And it’s what you’d expect: an idyllic pile in a lush field of wheat.

Things soon change when we see inside the factory, though. Giant speakers hang down, blaring out an industrial “crunch” number, as punkily dressed, tattooed and pierced staff nod along. They blast fresh strawberries with freeze-drying guns, while a fire-breather toasts the oats. There’s a punk cow, too, who’s evidently something to do with the packaging department.

The brand is looking to become “the rebel of the cereal aisle”. While an upstart like Surreal might seem better suited to that title, this ad provides a bracing dash of the unexpected. Will its new attitude be reflected on packs, though?

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