Leo Burnett has launched a new brand campaign for Kellogg's Rice Krispies.
The 30 second ad (entitled “Still”) depicts the relationship between a young boy and his mother and is based on the childhood truth that little boys never remain still.
The little boy speeds through the film, fuelled by his genuine hunger and curiosity about the world. His Mum is never too far behind and it's a constant struggle between his desire to explore and her desire to just keep an eye on him. The only time he runs towards his Mum and they actually share a moment together, is when she pours milk onto the bowl of Rice Krispies, sparking the distinct sound of snap, crackle and pop – creating a window of togetherness for mum and her child. Then finally, briefly, he is still.
The ad broke on November 5th.
Project Name: Rice Krispies ‘Still'
Brief: To encourage Mum's who are not currently buying Rice Krispies to reappraise how they think and feel about the brand.
Creative Agency: Leo Burnett London
Creative Director: Don Bowen
Art Director: Philip Meyler and Darren Keff
Copywriter: Philip Meyler and Darren Keff
Director: Joanna Bailey
TV Producer: Annabel Crilley
Production Company: Bare Films
Producer: Helen Hadfield
Exposure: Nationwide TV