Corn Flakes receives soap-style treatment

J. Walter Thompson has scrapped its campaign for Kellogg’s Corn Flakes after just a year and is unveiling a new soap-opera style series called ’Mornington’.

J. Walter Thompson has scrapped its campaign for Kellogg’s Corn

Flakes after just a year and is unveiling a new soap-opera style series

called ’Mornington’.



Kellogg’s is understood to have been unhappy with the ’so whatever you

get up to’ campaign, which it felt was not big enough to run long

term.



JWT, which was under pressure to devise a replacement, sold ’Mornington’

to the cereal giant a month ago.



The campaign,which breaks on Monday, centres on a town called

Mornington. Terry Wogan supplies the voiceover. The first of two

executions, a 40-second film called ’homecoming’, opens with an aerial

view of the town. Wogan says: ’Nestling peacefully amongst all this

beauty and tranquillity is Mornington, where the res-idents live in

blissful harmony.’ A squabbling family, back from their holiday, tumble

out of the car. Wogan says: ’Ah, this’ll be the Johnstons back from

their holidays in Spain.’



Dad reaches for some Kellogg’s Corn Flakes, asking: ’Are they still

fresh?’ Wogan comments: ’Kellogg’s Corn Flakes? Fresh as the day they

were first toasted. All that crisp golden Kellogg’s taste sealed right

in.’ Bottles of uncancelled milk are on the step.



The ads were directed by John Lloyd through Limelight, written by Ian

Hutton and art directed by Jonathan Iles. Media planning and buying is

through JWT.