Weetabix Steeplechase A Winner

Weetabix, the whole grain wheat breakfast cereal from the UK, is presented as the food of champions in “Steeplechase”, a humorous TV advert featuring a talking horse and a mighty fast jockey.

Weetabix Jockey in Steeplechase race

A steeplechase horse race appears to be over for a jockey and his horse when they fall badly. The horse, voiced by Michael Gambon, tells the jockey to get up, run like the wind…. Click on the image below to play the video.


The Steeplechase advert was developed at WCRS, by creatives Larry Seftel, Dave Day and agency producer Sally Lipsius.

Filming was shot by director Ringan Ledwidge via Rattling Stick with director of photography Jess Hall and producer Sally Humphries. Local production support was provided by Unit + Sofa, Prague.

Editor was Rich Orrick via Work Post.

Post production was done at The Mill, London, by producer Gemma Smith, colourist Mick Vincent, lead 3D James Sindle, lead 2D/shoot supervisor Barnsley, Flame assists Adam Lambert and Zoe Cassey, 3D artists Teemu Eramaa, Ivor Griffin.

The commercial’s brief was simple to imagine, but as is often the case, not easy to achieve in camera. The Mill’s challenge set by director, Ringan Ledwidge, was to “make a man run as fast as a horse”, without speeding him up. During pre-production meetings, The Mill explored several different options of how this effect might be achieved visually – from reasonably standard film making techniques to more left-field “theories”.

Shoot Supervisor and Lead Flame, Barnsley explains, “We were keen to avoid using as many standard green screen shots as possible as the viewer would be quick to pick up on this technique if used too often. In the main, most shots were achieved by shooting two plates – one of the horses and one of our hero. We then mixed this with further tricks to effectively, ‘cover our tracks’. On some occasions we mixed the film speeds of the horses and jockey to allow the two to run together; on other shots, we allowed the foreshortening that long lens allows, to hide the disparity in running speeds. Often the jockey was lifted off his background and added to the horses’ plate.”