JWT creates debut ads for Fruity Smarties

Nestle Rowntree is unveiling its debut advertising campaign for its new Fruity Smarties, created by J. Walter Thompson.

The sweets, which are the first non-chocolate extension of the Smarties brand, will be backed by a £2 million media budget.

A 30-second television execution will be supported by six-sheet posters, bus sides, postcards and a website.

The ad, "weird world", illustrates the fact that the colours on the outside of Fruity Smarties provide no clue as to the flavour inside.

It features a young boy who lives in a world in which adults go to school to be taught by children, pigs live in kennels and dogs walk men.

This all passes the boy by. He is too busy working out what flavour his Smarties might be.

The endline reads: "New Fruity Smarties from Nestle. They're seriously mixed up."

Will Browne-Swinburne, the board account director at JWT, said: "Smarties has always been a vibrant and colourful brand. This work delivers this in spades but in a way that appeals to an older and more cynical audience."

The ads were written by Ryan Lawson and art directed by Andy Smith. The director was Russell England through the production company 2AM Films.

Media planning and buying is handled by MindShare.

Mike O'Reilly, the head of consumer communications at Nestle Rowntree, said: "This new campaign for Fruity Smarties is a great example of classic, good advertising. Fruity Smarties has a fantastic USP and the strapline, 'They're seriously mixed up', maximises this."