Burnett gives Rice Krispies Squares rap style

Kellogg’s launches a campaign for its Rice Krispies Squares next week with a TV spot from Leo Burnett.

Kellogg’s launches a campaign for its Rice Krispies Squares next

week with a TV spot from Leo Burnett.



The campaign relaunches the brand as ’the big snack which isn’t

heavy’.



The commercial stars the fictional rappers, Big Biggy and Da Crew,

filming the video for their latest single, Not Heavy.



Alongside the typical MTV-style imagery of limousines, scantily clad

dancers, dollar signs and graffiti-covered walls, the gang of rappers

aggressively belts out a tune when, unexpectedly, the lead singer starts

to recite the opening lines from William Wordsworth’s Daffodils.



The dancers stand still in surprise and Biggy’s crew stares in amazement

as a voiceover declares the snack to be ’a mega mouthful that’s

crucially heavy’.



Mark Baynes, the managing director for convenience foods at Kellogg’s,

said: ’The new advertising gives the brand a clear and distinctive role

within the confectionery category with a proposition which is relevant

to both men and women.’



The ad was written by Robert Gill, art directed by John Jessup and

directed by Martin Granger at Avion Films. Media was planned by Leo

Burnett’s independent media arm, Starcom, and bought by MindShare.



The campaign, which is targeting 16- to 34-year-olds, will run on

national television from 1 September.



Kellogg’s launched a chocolate version of its Rice Krispies Squares in

February with a similarly offbeat TV, press and poster campaign

featuring a man dancing around his living room wearing only his

underpants.



Other executions showed characters being covered in chocolate gunk. One

opened on two young Brownies standing on a doorstep. They were quickly

turned into ’chocolate brownies’ by the brown gunk. A similar fate

awaited a moose and the pantomime character, Buttons.



Leo Burnett handles a number of Kellogg’s brands on a global basis.

These include Rice Krispies, All Bran, Coco Pops and NutriGrain Bars.