Here is Captain Cereal standing on the back of a packet of Sainsbury's Shreddies analog:
Oh... oh, god, we've come across Sainsbury's own-brand's mindfucking messaging before... According to the conventions of cartoons, Captain Cereal is thinking that Captain Cereal is saying that reading is really cool. But Captain Cereal is not actually saying that reading is cool, he's just thinking that he's (weirdly, in the third person) saying reading is cool.
I don't know what is going on here. Captain Cereal is, one imagines from his attire, meant to be some kind of superhero. But the only superpower he seems to have is supershyness! He's too timid to even assert a liking for his hobby. Maybe he's worried Tony the Tiger will overhear and give him a wedgie? WHAT KIND OF A SUPERHERO CEREAL MASCOT IS THAT???
*Of course it's a he - the world of cereal mascotry is terribly patriarchal, although apparently Crackle identifies as two-spirit.
**An agency that probably doesn't even supply its creative executives with free cereal - and I have it on good authority that creative executives' brains can't even pump interstitial fluid from one lobe to the other unless fuelled by all nine varieties of Krave.