J. Walter Thompson has unveiled the latest ad in its ’wake-up’
campaign for Kellogg’s Corn Flakes.
The ad stars a bubbly Geordie who hates getting out of bed in the
It opens with her snuggled under her duvet complaining about how it
takes a lot to rouse her from her slumber. The next shot shows her being
dragged from her bed by a crane.
She goes on to say how her boss describes her as a ’lazy trout’. Again
as the metaphor is demonstrated visually, we see a giant trout with pink
lips and long eyelashes snoring in bed.
But everything changes after the heroine eats a bowl of corn flakes.
The girls is seen leaping from a bus and racing against time to arrive
at work, just seconds before her long-suffering boss.
The ad ends with the line, ’Have you woken up to Kellogg’s Corn
’The appeal of the wake-up campaign is that it builds humour around the
simple but universal truth that we could all do with a little bit of
help waking up in the morning. Better still, sales are ahead of
Clare Hetherington, Kellogg’s marketing manager, said.
’Trout’ was written by Matthew Lloyd and art directed by Dave
The director was Mandie Fletcher through the Artists Company.
The 30-second ad follows ’paperboy’, which launched the wake-up campaign
in February this year. Other ten-second ads under the ’not woken up
yet?’ banner have also run as part of the series.
Media is bought and planned by MindShare.