McCann unveils Golden Nuggets spot

McCann-Erickson has created a TV campaign for the children's cereal Golden Nuggets using Flash, the creative software usually used in new-media campaigns.

The use of Flash in creating TV ads is still relatively uncommon but is growing in popularity.

The 40-second execution, "jurassic", features Golden Nuggets' long-time characters Pete and his sidekick donkey Pardner, and is the first full Flash spot that the agency has created. Supporting press activity kicks-off in February.

The use of Flash is particularly relevant for animated commercials targeting children because media owners, such as the children's TV channel Nickelodeon, are increasingly turning to Flash to create programmes. Television ads created using the same technology therefore fit well with the style of programme that children are accustomed to viewing.

Programme makers are attracted by its quick production turnaround and cheaper development costs.

"This new direction for Golden Nuggets has come from a need to talk to, and entertain, kids more," Philippa Baldwin, a managing partner at the parent company, Cereal Partners UK, which creates products for Nestle brands including Golden Grahams, Cheerios, Nesquik and Shreddies, said. "It is an enormously flexible technique which allows us to produce ads quickly and efficiently."

Media planning and buying was by Universal McCann. The spot was written by Chris McDonald and art directed by Matt Statham. It was directed by Ian Culbard of Picasso Pictures.