Saatchis uses boy 'Elvis' to launch Cereal Partners bars

Saatchi & Saatchi shows a small boy dressing up as Elvis in an effort to persuade his mates to give him a cereal bar in a new campaign from Cereal Partners UK.

The campaign launches three varieties of bars to a target audience of children: Nesquik, Cheerios and Golden Grahams. Each 30-second ad will run on a variety of channels from 13 January for one year. Media planning and buying is through Universal McCann.

The launch of the bars comes late for Cereal Partners, which is entering a market already saturated with products from Kellogg, Weetabix and McVitie's.

However, the Nesquik, Golden Grahams and Cheerios bars are not designed to replace children's traditional breakfast of milk and sugar, and will compete against confectionery brands as well as rival cereal bar products.

The ad opens on two schoolboys in class, one pestering the other for a bite of his cereal bar. The classroom door opens to reveal another child in full Elvis regalia, who sings along to Hound Dog, and gyrates his way to claim the bar from his astonished mate.

The Cereal Partners UK product group manager, Mark Fanner, said: "We hope the ads will storm the kids' market, and motivate them to try the new product. The core idea is that the cereal bars are so delicious, kids will do anything to get one, even dress up like Elvis. This is a simple and strong idea, with loads of cut-through, which will springboard these cereal bars into a brand new market."

The campaign was written by Howard Fretton and Steve Heath, art directed by Mike Sands and Jeff Clinch, and directed by Vic Saunders at Notorious Films.

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