The more cynical among us may look askance whenever admen start talking about authenticity. However, there can be no questioning the sincerity of Shredded Wheat’s new Live From The Heart commercial.

This small slice of reality TV focuses on the contemporary Northern Soul scene in Worcester. It was originally aimed specifically at the over 50s but has subsequently surprised many by striking a chord with their teenage children too. 

“We wanted to move away from the functional properties of ...