A troop of evil Smarties wreak havoc in a fantasy world in J.
Walter Thompson’s animated launch campaign for Smarties Mini Eggs, which
breaks on national television this week.
The creation of Smarties Mini Eggs is the first time in 60 years that
Smarties have changed their shape - and their normally cute characters.
Nestle Rowntree is positioning the new product head-to-head against the
Mini Eggs from the market leader, Cadbury, in the run-up to Easter.
The three films, which use the endline, ’The eggs which won’t be
beaten’, were animated by Michael White through the Bristol-based
animation company, Elm Road.
The first film opens on a sinister black-and-white landscape dominated
by a massive cliff. At the bottom of the cliff is a graveyard packed
with broken egg-beaters.
We hear noises at the top of the cliff, as another egg-beater is pushed
over the edge by the evil Smarties. The Smarties giggle nastily as the
kitchen instrument tumbles to its death.
The second spot features an egg and spoon race which is hijacked by the
Smarties Mini Eggs. Four chicken’s eggs sit sedately on their spoons as
they vie for first place. Suddenly, the Smarties Mini Eggs zoom past in
their hi-tech matt-black spoon backed by a heavy rock soundtrack. The
Smarties are all wearing wrap-around shades, and turn to face the camera
as they smash the opposition.
The third execution, shot in a ’watch with mother’ style, opens on a
smug-looking Humpty Dumpty who, in the spirit of the nursery rhyme,
falls off the wall.
As Humpty smashes to the ground, the Smarties Mini Eggs appear on the
wall, jumping up and down gleefully and shouting ’omelette’ as the
cracked egg is carted off on a stretcher.
The commercials were written and art directed by Paul White and Trevor
de Silva. Media planning and buying is also through JWT.