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,
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
The campaign was written by Simon Brooks, and art directed by Blaise
Douglas at JWT. The commercials were directed by Paul Arden through
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
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.’