Rainey Kelly Campbell Roalfe/Y&R has created a TV campaign to
launch Scott's So-Easy, a microwaveable version of Scott's Porage
Oats.
The iconic kilted Scotsman who appears on the cereal boxes will return
to promote the new products.
Developed to appeal to a younger audience of porridge eaters who don't
have time to cook, two versions of Scott's So-Easy - original or
demerara sugar and cream - will be launched in Scotland later this
month.
The TV campaign, which breaks on 15 October, will run in Scottish
regions initially and may extend to England.
The ad features a modern twist by showing a young girl visiting a
Highland store on a snowy day to find the Scotsman holding a pack of his
new cereal.
But she asks for a box from a shelf higher up so that she can look up
his kilt.
As the commercial ends, the camera pans out to reveal a queue of women
waiting in the snow for the same reason.
The ad was written by James Fryer and art directed by Majella Lewis. The
director was Alan Friel from Outsider.
Media planning and buying is through MediaVest.
