TELEVISION / York On Ads: No 12: Kellogg's
Your support helps us to tell the story
From reproductive rights to climate change to Big Tech, The Independent is on the ground when the story is developing. Whether it's investigating the financials of Elon Musk's pro-Trump PAC or producing our latest documentary, 'The A Word', which shines a light on the American women fighting for reproductive rights, we know how important it is to parse out the facts from the messaging.
At such a critical moment in US history, we need reporters on the ground. Your donation allows us to keep sending journalists to speak to both sides of the story.
The Independent is trusted by Americans across the entire political spectrum. And unlike many other quality news outlets, we choose not to lock Americans out of our reporting and analysis with paywalls. We believe quality journalism should be available to everyone, paid for by those who can afford it.
Your support makes all the difference.GREAT swathes of British advertising are now thoroughly incestuous, parodic and ironic, continually spoofing other ads, recent films and old television programmes - the ones ad creatives talk about to show they used to live in the same world as the rest of us. Kellogg's Cornflakes, on the other hand, can afford to be almost uniquely self-referential and original in its current 70th-birthday campaign.
The point about this fascinating company is its continuity - of both brand and product. And, too, of advertising agency. Kellogg has been working with J Walter Thompson in the UK since 1938. This means that JWT can showcase its own work. So the familiar crowing cock logo introduces selections from 40 years of the 30-second cornflake theatre: at the moment one has a choice of a somewhat Andrews Sisters-like threesome of 1955, or the taxi-driver's outdoor breakfast of the early Sixties (slightly British Neo-Realist, Tom Courtney and Rita Tushingham-ish). No doubt others from past campaigns will follow.
Kellogg's Cornflakes is a traditional superbrand, part of the 'old money' of FMCG - Fast Moving Consumer Goods - from a time before mobile telephones and financial services for all. Old is reassuring with a brand like this. And advertising history is lovely stuff of course - it makes for a nice nostalgic wallow for the more mature viewer, but is also a bit like one of BBC2's frequent pop-culture exhumations, appealing to the smarter young market as well. Kellogg's is aiming for gentle 'market stimulation' for the original product; what more civilised way to do it?
Videotapes supplied by Tellex Commercials.
(Photograph omitted)
Join our commenting forum
Join thought-provoking conversations, follow other Independent readers and see their replies
Comments