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Ad of the Day: Fans of Terry Crews x Old Spice will love Nick Knowles’s Shreddies ads


By John Glenday | Reporter

April 19, 2023 | 4 min read

The daytime TV star has left viewers choking on their cereals after turning out a surreal set of Shreddies ads.


Nick Knowles steals the show in quick-fire Shreddies vids

Stretching a lighthearted approach to new realms of silliness the video series sees TV star Nick Knowles expand his range from DIY SOS to take on the role of a lion, a motivational speaker and... a belly button.

Relishing a world where there are no limits Shreddie for Anything has left video on demand, YouTube and social viewers wondering what has just hit them after reeling from quick-fire editing, Pythonesque humor and a more than passing resemblance to the classic Terry Crews Old Spice ads.

McCann London CCO Rob Doubal, commented: “Shreddies is the straight-up breakfast that puts strength before flakiness, solidness over sogginess, and substance over style – giving you fuel for the day to make you ‘Shreddie for Anything’. Now, stop reading this, watch the films and smash through your day like Nick Knowles on a turtle in a boardroom! Team has had great fun making this. Thank you Shreddies.”

The unconventional approach by Nestle Cereals seeks to slap the staid breakfast market over the face and position Shreddies at the top of the table by harnessing the power of humor to show what can be achieved on a shoestring budget.

Shreddie for Anything replaces the Shreddie or Not strapline which positioned the cereal as an antidote to the stresses and strains of modern life.


Campaign name: Shreddie for Anything

Client name: Cereals Partners UK

Cereal Partners UK

Head of marketing: Sarah Fordy

Marketing manager: Edward Vickers

Digital strategy and community manager: Jack Showell

McCann London

Chief creative officers: Laurence Thomson & Rob Doubal

Creative director: Greg Mullen

Creatives: Ran Stallard & Holly Thomas

Managing partner: Tommy Smith

Account director: Joely Buxton – Smith

Account executive: Lewis Bell

Project manager: Sophie O’Brien

Strategy director: Rebecca Priest

Head of design: Lisa Carrana

PR and communications lead: Clementine Cuthbertson

Papaya Films

Director: Dan Castella

Executive producers: Wojtek Skiba

Producer: Rupert Greaves

DOP: Daniel Stafford Clark

Production assistant: Eliza Lewis

Atrezzo & stylist: Justin Luxton

Editor: Chris Coupland


Chief production officer craft Spain: Paloma Adrien

Lead executive producer: Elisabeth Dubé

Executive producer: Rossana Noceloni

Craft production manager: Barbara Alemany

Head of post-production: Vanessa Pizarro

Post-production Manager: Enara Calleja

Craft Post-production coordinator: Victoria Lorenzo

Post-production: Adria Gellida & Alexander Ibanez

Sound mix: Craft


VP of celebrity casting & procurement, brand collaborations: Jan Taubert

Senior account manager: Jake Presley

Interested in creative campaigns? Check out our Ad of the Day and the Best Ads of the Week sections.

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