By Natalie Mortimer, N/A

July 15, 2014 | 2 min read

Weetabix and Disney UK & Ireland have created an ‘as live’ advert as part of the cereal brand’s Ultimate Sports Day campaign which was broadcast hours after a school sports day event yesterday (14 July).

The campaign, which compliments Disney's partnership with the Change4Life government initiative, gave children the opportunity to meet Olympian Mo Farah, with two UK and Ireland based schools offered the chance to host their ‘ultimate school sports day’ at the Copper Box Arena at Queen Elizabeth Olympic Park in London yesterday.

The footage captured of the winning schools was turned into an ‘as live’ ad, a media first for both brands, and was edited on-site and used in a 180 second advertorial and a 30 second highlight spot. The advertorial was simulcast exclusively across Disney Channel, Disney XD and Disney Junior.

Wendy French, senior brand manager at Weetabix, said: “We are enormously excited about the Weetabix Ultimate Sports Day partnership running with Disney and are delighted at the prospect of the ‘As Live’ ad. This will add yet another dimension to an already thrilling event at the Queen Elizabeth Olympic Park, with national treasures Mo Farah and Weetabix working hand in hand to remind parents and children alike that a nutritious breakfast like Weetabix is great fuel for sport”.

The Ultimate Sports Day was created to encourage UK kids to take part in more exercise and compliments the Weetabix ‘Fuel For Future Champions’ campaign and The Walt Disney Company, UK & Ireland’s new partnership with Change4Life.

Disneymedia+ created bespoke on-air spots, sponsored breakfast and daytime blocks, a weekend takeover featuring sports-themed programming and digital activity to encourage children to get involved.

SPP, Walker Media, RPM and BBH all worked on the campaign.

Disney BBH Weetabix

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Bartle Bogle Hegarty is a Global advertising agency. Founded in 1982 by British ad men John Bartle, Nigel Bogle, and John Hegarty, BBH has offices in London, New...

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