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Quaker Oats – The Fire Inside

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Let's do a checklist for a perfect man. Keeps himself fit and healthy: tick. Does a job that is honourable and fulfilling: tick. Likes a hefty bowl of porridge in the morning: tick tick tick.

Uncommon and Riff Raff's new spot for Quaker Oats, The Fire Inside, presents such a specimen in a well-crafted and wrong-footing spot that puts paid to the concept of oats as an old-person breakfast.

Directed by Ed Morris and perfectly set to singer-songwriter Dermot Kennedy's Outnumbered, this quietly telling ad gives oatmeal all the feels.

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