Did you know that behind Google there is an old, fast and wise librarian? See it yourself at www.insideyoursearch.com. Of course she's fast and effective because she eats Weetabix...
I can't help having contrasting feelings about this campaign. At first I found it smart and simple, but now I'm not sure about the idea of relying on another brand popularity to sell another brand. I find it kind of weak and surely applyable to more brands than just Weetabix.
The agency is WCRS.