Nick Knowles gets shredded

Quiz show host, DIY wrangler, gruff recording sensation - is there anything in the world UK TV star Nick Knowles can't do?

Well, if McCann London's new campaign is to be believed (and, trust us, it needs to be seen to be believed) then the answer is no; the celeb taking on an impressive gamut of activities in the 8-part Shreddie For Anything series of spots.

Clearly relishing the opportunity to go left-of-left-field, Papaya Films director Dan Castella shugs off his trademark nuanced comedic style to embrace some hilarious low-fi aesthetics and a clearly up-for-anything Knowles.

Despite having the slightest whiff of Old Spice's seminal Terry Crews series of spots, this new campaign is impressively bonkers in its ideas, leading to a campaign that's likely to capture the attention away from competitors.

“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'," explains Rob Doubal, Co-President and Co-Chief Creative Officer at McCann UK.

"Now, stop reading this, watch the films and smash through your day like Nick Knowles on a turtle in a boardroom! The team has had great fun making this. Thank you Shreddies.”

Nick Knowles, Television Presenter, added: “Since when did mornings become such a faff? 4 am wake-ups. Yoga before work. Overly complicated morning routines. Who's got the time? All you need is a bowl of Shreddies to smash through your day.”