JWT updates Corn Flakes theme

J. Walter Thompson has unveiled the latest ad in its ’wake-up’ campaign for Kellogg’s Corn Flakes.

J. Walter Thompson has unveiled the latest ad in its ’wake-up’

campaign for Kellogg’s Corn Flakes.

The ad stars a bubbly Geordie who hates getting out of bed in the


It opens with her snuggled under her duvet complaining about how it

takes a lot to rouse her from her slumber. The next shot shows her being

dragged from her bed by a crane.

She goes on to say how her boss describes her as a ’lazy trout’. Again

as the metaphor is demonstrated visually, we see a giant trout with pink

lips and long eyelashes snoring in bed.

But everything changes after the heroine eats a bowl of corn flakes.

The girls is seen leaping from a bus and racing against time to arrive

at work, just seconds before her long-suffering boss.

The ad ends with the line, ’Have you woken up to Kellogg’s Corn


’The appeal of the wake-up campaign is that it builds humour around the

simple but universal truth that we could all do with a little bit of

help waking up in the morning. Better still, sales are ahead of


Clare Hetherington, Kellogg’s marketing manager, said.

’Trout’ was written by Matthew Lloyd and art directed by Dave


The director was Mandie Fletcher through the Artists Company.

The 30-second ad follows ’paperboy’, which launched the wake-up campaign

in February this year. Other ten-second ads under the ’not woken up

yet?’ banner have also run as part of the series.

Media is bought and planned by MindShare.

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