Ad Nut
Jan 23, 2019

New Kellogg's ad serialises Aussies' silly cereal styles

The campaign by J. Walter Thompson Sydney is a reality TV-style take on people's different breakfast habits.

Greek yoghurt. Blueberries. Warm milk, cold milk, almond milk. But orange juice? 

The freakish Corn Flake-topping habits of the Australian nation are exposed in this new ad for Kellogg's by J. Walter Thompson Sydney, which went to great lengths to portray real people in unscripted breakfast scenarios. Released Monday, the full-length ad has had over 150,000 views on YouTube so far. 

The agency hired Lucky Price, the casting agent behind a property renovation reality-TV show called The Block, to find a range of Kellogg's customers who were happy to give cameras access to their homes. 7,000 people responded to the casting call (a number that surprises Ad Nut, but then Ad Nut is not one of those self-promoting squirrels who would do anything to get on telly), and 10 individuals or groups were picked from these. 

Ad Nut would have loved to have been present at these auditions. And also feels for those who were rejected. It can't do much for one's corn-fidence. 

The final cast includes the Sydney drag queen Annie Mation, a crane operator who eats his bowl of cereal while suspended high above the ground, a state gymnastics team and a group of bikies (this group contains the controversial orange-juice evangelist), who discuss their 'perfect bowl' in an amusing and well-calibrated ad, which will run as a 60-second TVC and two 15-second spots (see one, above), with additional social and packaging content. 

'My Perfect Bowl' is an adaptation of a £10 million (US$12.9 million) campaign in the UK, which was created by Leo Burnett and launched in 2017 following four consecutive years of falling cereal sales. 


Creative and Strategy: J. Walter Thompson Sydney  
Chief Creative Officer: Simon Langley
Creative Director: Sinead Roarty
Senior Creative / Art Director: Alex Antoniou
Client Services Director: Ana Lynch
Senior Strategist: Heather Morrison
Group Account Director: Kyle Abshoff
Account Manager: Ellie Sutton
Head of Production: Jackie Archer

Production Company: Airbag
Director: Will Horne
DoP: Simon Ozolins
Editor: Ben Zemanek
Executive Producer: Alex Tizzard
Producer:  Christine Tan

Casting: Lucky Price, Lucky Break Creative

Post Production: Hogarth  
Post Producer:  Erin McGookin
Colourist: Fergus Rotherham
Online Artist: Heather Galvin

Music Studio: Song Zu Sydney
Composer: Ramesh Sathiah
Sound Designer: Abby Sie
Sound Producer: Jessica Bonney 

Client: Kellogg’s
Marketing Director ANZ: Tamara Howe
Portfolio Marketing Manager: Jeci David
Brand Manager: Derek Lau

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'.


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