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


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

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


’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


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


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


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.

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