JWT enlists Daley Thompson for Nestlé TV spot

Nestlé has enlisted the Olympic gold medallist Daley Thompson, and a group of junior lookalikes for a TV campaign for the company's "kids go free" on-pack promotion.

The 30-second spot, created by JWT, promotes the scheme enabling consumers to qualify for a free sporting activity by redeeming tokens from packets of Smarties, Milkybars and Fruit Pastilles at participating venues.

The activities include swimming, karate and tennis. The spot features some children enjoying the free activities while sporting Thompson-esque facial hair.

The ad ends with Thompson joining in with moustached kids as they play football, while a voiceover encourages parents to "bring out the natural athlete in them".


Project Natural athletes
Client Michelle Roberts, brand manager, Nestlé
Brief Raise awareness of Nestlé's "kids go free" promotion and showcase Daley Thompson as the face of "kids go free"
Creative agency JWT
Writer Damon Hutson-Flynn
Art director Damon Hutson-Flynn
Planner Nicole Rulka
Media agency MindShare
Media planner Laura Jones
Director Samuel Christopher
Production company Hungry Man
Audio post-production 750mph
Exposure National TV