WTCS highlights Ryvita's natural ingredients in animated TV spots

Ryvita is using a series of light-hearted animated TV ads to highlight the ingredients used in its Multi-Grain, Sesame and Breaks variants.

A £2 million campaign, through Walsh Trott Chick Smith, features three ads, each of which promotes a different product.

The first, a 30-second execution, is for its sweet crispbread, which include honey, currants, raisins and sugar.

At first glance, the ad appears to be a serious animation, telling the story of how the ingredients used in the crispbreads are formed.

The animation, created by Aardman Animations, shows bees made out of currants buzzing around a beehive made out of sesame and rye seeds. A hand, made of seeds, picks a honeycomb, out of which drips honey, which then morphs into a bunch of grapes made out of currants and raisins.

The scene then changes into a waving field of rye, made out of the different seeds and wholegrains that are used in the crispbreads.

A voiceover explains how warm weather is needed to grow all the products, until a harsh voice cuts in with, "Oh, give me a break", as if to remind viewers that the weather in the UK isn't always warm.

The ad ends with the line: "It's all very Ryvitable."

There are also two ten-second versions for its other products Multi-Grain and Sesame flavours.

The ads were written by Dave Trott and art directed by Gordon Smith.

They were directed by Steve Harding-Hill and Nigel Davies at Aardman.

Media planning and buying is by ZenithOptimedia.

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