JWT launches fresh slant on Goldilocks with Just Right TV ad

J. Walter Thompson has unveiled a TV spot for the relaunch of the

Kellogg cereal brand Just Right.



The ad, designed and directed by Oscar Grillo from Klacto Animations,

takes a new direction in cereal advertising by using a cartoon to target

an adult audience.



Caroline Aherne voices the new version of Goldilocks and the Three Bears

in which Goldilocks balks at the bears' different breakfasts, calling

them too crunchy or too bitty, before discovering Just Right's

supposedly perfect combination of fruit, nuts and flakes.



When the bears return to find the busty blonde munching their cereal

they try to wrestle it from her, but Goldilocks roars back and sends

them packing. The ad ends with the strapline: "Eat happily ever

after."



Francis Coulter, the Just Right brand manager at Kellogg, said: "We've

taken the opportunity to expand the Just Right fan base by challenging

people to try it with engaging advertising in conjunction with in-store

sampling."



The 30-second launch spot was written and art directed by Ronnie

Wishart, Brett O'Conner and JWT's creative director on Kellogg, Charity

Charity. Media is through MindShare.



JWT worked with Fast Marketing to develop the marketing programme, with

media planned and bought by MindShare.



The campaign will break this Sunday with intensive media and in-store

sampling in selected regions, backed-up by point-of-sale work featuring

the new-look Goldilocks.