J. Walter Thompson has lined up a series of famous Tonys to star in a
40th birthday ad for the Kellogg’s Frosties character, Tony the Tiger.
The England and Arsenal footballer, Tony Adams; the veteran DJ, Tony
Blackburn; the ex-Spandau Ballet lead singer, Tony Hadley; the rugby
player, Tony Underwood; and the legendary comedian, Tony Hancock, are
all set to appear in the celebratory 30-second commercial, which breaks
on 1 July.
The ad will intercut footage of the famous Tonys wishing Tony the Tiger
a happy birthday with clips of him as he has appeared in other
executions over the years.
The clips will focus on Tony taking part in various sporting activities,
primarily the Frosties surfing imagery. The soundtrack to the ad will be
the Altered Images pop hit, Happy Birthday.
The Tony the Tiger character was first created by Leo Burnett back in
1956, together with the Frosties’ catchline: ‘They’re gr-r-reat!’ Since
then, Tony has starred in more than 100 commercials and has helped to
sell almost 450 million kilos of Frosties.
Stephen Carter, managing director at JWT, said: ‘Tony the Tiger is a bit
like the Andrex puppy, or the Dulux dog - he’s one of the great,
enduring advertising icons.’
Carter added a reassurance about Tony’s future: ‘He’s been around for
such a long time that people are always asking if it’s time for a
change. But he is sufficiently contemporised and is hugely popular with
The ad was written by Julian Routledge and art directed by John Ashwell,
with post production by the Mill.