Although he could stand some treadmill action...
I'd seen the ad before - for The Campaign for Wool. Here is the rest of the story - text from the YouTube link.
‘No Sweat’ features Graham the sheep putting human gym bunnies through their paces. We know the secret to what makes Graham so ‘incrediwool’. Natural, breathable and durable, stay cool with wool. ‘Wool, is seriously durable’
I'm not even going to let him hear the word "incrediwool" ;-).