Scott's launches oat cereal for the young with a modern twist

Rainey Kelly Campbell Roalfe/Y&R has created a TV campaign to

launch Scott's So-Easy, a microwaveable version of Scott's Porage


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


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.

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