Kellogg's "Perfect back to school" by K1 (Publicis Groupe)

Kellogg's back-to-school spot follows one boy's journey from lockdown to the playground.

Created by K1 (a Publicis Groupe "Power of One" team created for Kellogg’s, comprising expertise from Leo Burnett and Digitas), the animated ad begins as a young boy talks through his "longest break ever", from indoor football with his dad to discovering the perils of online communication with family members.

The ad shifts from animation to real life as the boy (in his school uniform) prepares to return to school, reassuring his dad that he’ll be okay as they’ll "still do breakfast".

It premiered on ITV during The Voice Kids (23 August) and will run for two weeks. The work was written by Emma de la Fossé and Charlie Ditchfield, art directed by Charlie Wilson and Connor Stephen, and directed by Oscar-nominated duo Smith & Foulkes through Nexus Studios. Media is handled by Carat.

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