Nestle is relaunching its Sun-Pat Peanut Butter brand with a quirky TV
campaign by Ogilvy and Mather.
The creative team behind the ads - the O&M copywriter, Alun Howell, and
the art director, Marcus Vinton - opted to make the campaign without
using scripts. Instead, they visited schools asking the children one
question: ‘What’s the nuttiest thing you’ve ever done?’. The team filmed
the children’s answers.
The children obliged by pulling faces, donning stupid hats and telling
suitably silly tales. Their stories were made to seem ‘nuttier’ by the
addition of animated inserts - such as walking chattering teeth and
acrobatic toy dogs - and added sound effects.
In the first execution, a small boy puts on a reindeer hat and pulls
stupid faces, rolling his eyes and pulling his ears. In another, an
older girl describes why she thinks netball is stupid: ‘It’s so sad you
can’t move your feet,’ she says dismissively.
Despite the ‘nuttiness’ of the children’s stories, however, the
voiceover insists that new nuttier Sun-Pat is, in fact, the nuttiest
thing around. A slice of bread, spread with Sun-Pat, appears on the
screen. A bite-shaped piece disappears from one corner and a squeaky
voice says ‘yummy’.
The campaign, which comprises ten 20-second ads, breaks on 15 July,
rolling out nationally with a media spend of pounds 2 million. All 20
films were directed by David Hartley through Flying Colours. The
campaign is targeted at mothers with young children and promotes the
completely repackaged Sun-Pat range.