Lowe Lintas has launched a pounds 1 million TV campaign for Weetabix's Weetos starring its animated character Professor Weetos.
Lowe claims the idea behind raising the profile of Professor Weetos is two-fold: to further capture the imagination of the eight- to ten-year-old market, and to align him with the brand's 'fun personality'.
Entitled 'contact', the new ad shows Professor Weetos' attempts at communicating with aliens. A spaceship lands outside his laboratory and three aliens emerge talking 'crunch' - 'sounds like my Weetos,' claims the professor, who tries to communicate by eating his cereal. Admitting they have made a mistake, the aliens leave. The spot ends with the line: 'Weetos. There's no crunchier munch.'
Helen Skates, Lowe Lintas' board account director for Weetabix, said: 'Professor Weetos' attempts to communicate with aliens is as madcap as his character.'
The ads were written by Sarah Naughton, directed by John Wake and Alan Bassett and produced by HR3D. Media is through New PHD.