Nestle enters mini egg market via JWT spots

A troop of evil Smarties wreak havoc in a fantasy world in J. Walter Thompson’s animated launch campaign for Smarties Mini Eggs, which breaks on national television this week.

A troop of evil Smarties wreak havoc in a fantasy world in J.

Walter Thompson’s animated launch campaign for Smarties Mini Eggs, which

breaks on national television this week.



The creation of Smarties Mini Eggs is the first time in 60 years that

Smarties have changed their shape - and their normally cute characters.

Nestle Rowntree is positioning the new product head-to-head against the

Mini Eggs from the market leader, Cadbury, in the run-up to Easter.



The three films, which use the endline, ’The eggs which won’t be

beaten’, were animated by Michael White through the Bristol-based

animation company, Elm Road.



The first film opens on a sinister black-and-white landscape dominated

by a massive cliff. At the bottom of the cliff is a graveyard packed

with broken egg-beaters.



We hear noises at the top of the cliff, as another egg-beater is pushed

over the edge by the evil Smarties. The Smarties giggle nastily as the

kitchen instrument tumbles to its death.



The second spot features an egg and spoon race which is hijacked by the

Smarties Mini Eggs. Four chicken’s eggs sit sedately on their spoons as

they vie for first place. Suddenly, the Smarties Mini Eggs zoom past in

their hi-tech matt-black spoon backed by a heavy rock soundtrack. The

Smarties are all wearing wrap-around shades, and turn to face the camera

as they smash the opposition.



The third execution, shot in a ’watch with mother’ style, opens on a

smug-looking Humpty Dumpty who, in the spirit of the nursery rhyme,

falls off the wall.



As Humpty smashes to the ground, the Smarties Mini Eggs appear on the

wall, jumping up and down gleefully and shouting ’omelette’ as the

cracked egg is carted off on a stretcher.



The commercials were written and art directed by Paul White and Trevor

de Silva. Media planning and buying is also through JWT.



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