Cereal brand Weetabix is playfully re-imagining its traditional strapline of “Have you had yours?” with a very modern-looking out-of-home campaign.

Developed by London creative agency BBH, ‘Ellipses’ harnesses the often stressful situation of waiting for an answer to an online message, expressed through the ‘three dot’ typing symbol used by most online platforms. The brand’s creative jokingly suggests that some moments call for more energy than others, likening the dots to an extra dose of Weetabix.

The simplistic work features a range of very stressful, but relatable scenarios, including asking to move home post-breakup, making important phone calls, or even the dread induced by copying-in the wrong person on a sensitive email.

“There are countless situations in life in which you’re going to need your Weetabix,” Weetabix senior brand manager, Hannah Shorley said.

Subscribe to Marketing Beat for free

Sign up here to get the latest agency-related news sent straight to your inbox each morning

“BBH perfectly encapsulated our tone, and why the Weetabix advantage is more important now than ever. We hope these cheeky one liners raise a smile, and a spoon, to Brits over the coming weeks.”

The assets will run across a range of high-impact rail and underground sites across London’s key commuter stations. Media planning and buying was handled by Mindshare.

BBH creative director, Lawrence Bushell added: “We’ve all been there, when you get that text message, that requires you to take a deep breath and step up to the plate.

“Dramatising that tension by using the three dots when someone is typing felt like an iconically simple way to encapsulate the Weetabix brand. A big question, requires a big answer, fuelled by Weetabix.”