Kellogg’s has launched a new ad campaign, created in collaboration with Leo Burnett London, aiming to highlight that Special K provides all the nutrition women need on a daily basis, as part of a varied and balanced diet and a healthy lifestyle.
The 60-second spot features a variety of women of all ages, from sportswomen and artists, to pregnant women and mothers, being active throughout the day and eating Kellogg’s Special K when they need an energy boost. A pregnant woman is seen swimming in a pool early in the morning, another woman is seen doing her morning run on an autumn day, a group of young women are seen dancing according to the choreography, a woman is seen riding a bike through the city streets and stopping to eat a Special K bar, a young mother is seen carrying her baby in a baby carrier and unloading several shopping bags from the car, an artist doing the finishing touches to a wooden puppet is seen indulging herself with a bowl of Special K cereals, three friends are seen laughing in the back seat of a taxi, a young couple are seen lying in bed and enjoying each other’s company.
Onscreen lines inform that Special K cereals contain folic acid contributing to maternal tissue growth during pregnancy, vitamin D contributing to the normal function of the immune system and iron contributing to the reduction of tiredness and fatigue. They also contain vitamin B3, which contributes to normal energy-yielding metabolism, and vitamin B6 contributing to the reduction of tiredness and fatigue, as well. Special K Protein bars contain protein contributing to the maintenance of muscle mass.
“Everything we’re made of powers everything you’re made of.” – a voiceover says at the end of the advert, which is soundtracked by Olly Anna’s 2017 single “Write My Story”.
The Special K Powering You campaign, that debuted on December 26, will run across TV, print and online, including also multiple nutrient specific 10-second digital films and GIFs online and in social.