Lowes creates Fruitibix TV work

Lowe Howard-Spink has unveiled a quirky TV campaign to launch Fruitibix, the first product extension from the Weetabix brand.

Lowe Howard-Spink has unveiled a quirky TV campaign to launch

Fruitibix, the first product extension from the Weetabix brand.



The campaign, backed by a pounds 1.7 million media spend, comprises two

30-second films parodying the hectic style of American TV serials.



The high-action drama is juxtaposed with the mundane settings of a

public swimming pool and a police department obsessed with road traffic

cones.



Both end on a cliffhanger with the narrator questioning whether the hero

can retrieve his Frutibix. The endline is: ’Frutibix, the all new

mini-cereal.’



’Municipal pool’ opens with a coach and the hunky Troy chatting by the

side of the pool. The coach tells Troy the water temperature is ’three

degrees below recommended EEC levels’. Troy looks with anguish at a

young woman in the pool. ’Susannah - she could catch a chill,’ he

shrieks.



The coach holds on to the packet of Fruitibix rather than save Susannah,

so Troy dives in. As Troy emerges from the pool, carrying Susannah, the

voiceover asks: ’Can Troy save Susannah and rescue his Frutibix?’ Troy

throws the unfortunate Susannah back in the pool as he searches for his

cereal.



The second ad is set in the ’cones hotline’ emergency room. A caller

announces that a cone has been squashed and the police department swings

into action. Our hero, Dempster, refuses to move until he has eaten his

Frutibix. His police chief barks at him: ’Son, that’s an order.’

Dempster sets out and his Frutibix is stolen by the chief. ’Is this the

end of the road or can Dempster hang on to his Frutibix?’ the voiceover

questions.



The ads were written by Alistair Wood and art directed by Tom Notman at

Lowes. It was directed by Geoff Posner through Academy Films.



The campaign broke nationally on Monday. Media planning and buying is

through Western International Media.



Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Stop and stare at what these nine brands did for the eclipse

You don't have to shield your eyes from social media during an eclipse - brands from DoubleTree by Hilton to Pizza Hut have found creative ways to capitalise on the total solar eclipse.

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).