NEWS: Kellogg’s ad breaks with tradition

J. Walter Thompson has launched a stylish campaign for Kellogg’s Corn Flakes in a radical departure from the agency’s previous advertising for the cereal giant.

J. Walter Thompson has launched a stylish campaign for Kellogg’s Corn

Flakes in a radical departure from the agency’s previous advertising for

the cereal giant.



The new ad features vignettes depicting members of bizarre clubs, such

as the Dr Who Appreciation Society and the Hither Green Popeye Club,

enjoying bowls of Corn Flakes while involved in their eccentric

activities. The vignettes are shot in strong colours and have a surreal,

relaxed feel.



As the club members enjoy their bowls of Corn Flakes, a golden light

emanates from the bowl and lights up their faces.



The launch ad opens with members of the Walrus All Weather Dippers - a

club of swimmers who enjoy swimming outdoors even in mid-winter -

floating in a freezing cold lake with their heads encased in brightly

coloured swimming caps.



JWT has scrapped the old strapline - ‘Have you forgotten how good they

taste?’ - in favour of the new line ‘So whatever you get up to...get up

to Kellogg’s Corn Flakes.’ The music which runs through the different

executions is the Glenn Miller swing version of the song, Oh, What a

Beautiful Morning.



The campaign was written by Simon Brooks, and art directed by Blaise

Douglas at JWT. The commercials were directed by Paul Arden through

Arden Sutherland-Dodd.



The campaign launched this Wednesday in the centre break of Coronation

Street with a 50-second ad which will be followed with six 20-second

films.



The 20-second films draw attention to the nutritional benefits of

Kellogg’s Corn Flakes. For example, one 20-second spot featuring the

Hither Green Popeye Club explains that a serving of Corn Flakes contains

as much iron as is found in a serving of spinach.



Jaspar Shelbourne, JWT’s executive creative director, commented: ‘The

campaign needed to be made fresh again. We have returned to traditional

core values of Corn Flakes - Englishness, people and sunshine.



‘Paul Arden was the ideal choice to bring that strategy alive and has

done the most wonderful job. We think we have made something that will

last and last.’



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