It’s the start of the year, a now traditional time for Weetabix and Nick Frost to take a few liberties with language, while also optimistically encouraging borderline perverse new serving suggestions. A-bix.

The ad has taken notice of a few foodie trends, this year incorporating oat milk and – as a cascade of kiwi and mango pieces rain down – “when you work remotely, somewhere tropical-a-bix”. The suggestion viewers “try a self-driving car-a-bix” is a bit of a stretch – some fruit prevents a collision of biscuits, rather inexplicably-a-bix.

It’s such idiosyncrasies that make the ad work, though. Presumably without breaking the bank, the format still feels fresh, and it manages to deliver a healthy message without feeling preachy. And not a baked bean in sight. 

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