Ad Nut
Feb 24, 2020

BMX champ Caroline Buchanan navigates breakfast obstacles

Spots for Nutri-Grain by Wunderman Thompson feature Buchanan and fellow rider Rhys Kember racing around among brick-sized cereal pieces and a couple of giant bananas.

A new campaign for Nutri-Grain in Australia, by Wunderman Thompson, features eight-time world BMX champion and two-time Olympian Caroline Buchanan, as well as Rhys Kember, an Australian Pro freestyler BMX rider.

The online ad is above, and you can also watch the slightly different TVC version.

The props in the spot, including the three-storey cereal box, are real, not visual effects, thanks to production agency Airbag. 

The agency relates the campaign's 'Unstoppable' theme to Buchanan’s determination: in her career she's overcome the loss of her home to bushfire and an off-road accident that took 12 surgeries and 20 months of rehabilitation to come back from. She'll be competing this summer at the Tokyo games.


Wunderman Thompson
Simon Langley, National Chief Creative Officer
Sinead Roarty, Creative Director, Sydney
Chris Searle, Senior Creative
Gabe Hammond, Senior Producer
Ana Lynch, Partner, Sydney
Chris Murphy, Engagement Lead
Rebekah O’Grady, Engagement Manager
Good Oil
Leo Woodhead, Director
Alex Tizzard, Executive Producer
Kellogg Australia
Tamara Howe, Director of Marketing & Corporate Affairs, Kellogg ANZ.
Dan Bitti, Marketing Manager, Power brands
Suzanne Blake, Senior Brand Manager, Nutri-Grain
Nancy Daoud, Assistant Brand Manager, Nutri-Grain

Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. You can also check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'.


Related Articles

Just Published

17 minutes ago

'Third-party cookies are already ineffective': ...

Google's move has little to do with keeping marketers happy and everything to do with minimising disruption.

1 hour ago

SPH seeks to conserve costs, braces for prolonged ...

As media revenues continue to shrink in first half results, publisher warns of COVID-19 hit to all its businesses.

3 hours ago

'Don't exploit coronavirus to promote a brand': Report

Kantar's Barometer India study also finds only a minority expect brands to be trusted sources of accurate information.

3 hours ago

Four in five multinationals are deferring campaigns

Same number are creating new messages that respond to impact of pandemic on people's lives, says WFA survey.