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Energy and humour are key ingredients for Sanitarium

With the world becoming more demanding and faster, energy is at a premium – even on leg day – as shown in Sanitarium’s latest ad for its breakfast drink Up&Go by DDB.

In the 30-second spot, of which different versions will be airing in Australia and New Zealand, a young man is riding a packed bus. As an old lady struggles to walk down the aisle a voice in his head tells him to give up his seat for her. He stands up and announces to the bus, “I can stand, I never skip leg day” to receive applause from his fellow bus riders. He is then shown drinking an Up&Go earlier in the day at the gym.

‘The right type of energy’ is DDB NZ’s first piece of work since winning Sanitarium’s Trans-Tasman account in October last year. As well as a 30-second and 15-second TVC, the campaign consists of out-of-home and online video.  

Jessica Manihera, Trans-Tasman marketing manager for Sanitarium, says few people realise that not all energy is equal.

“Most people gravitate towards energy sources that don’t deliver much in the way of nutrition. Up & Go products are low GI, and with their combination of protein, fibre and essential vitamins and minerals ‘make it the right type of energy’. We wanted a campaign that demonstrates the benefit of our products to consumers, and have been delighted with DDB’s approach.”  

DDB Group’s chief creative officer New Zealand Damon Stapleton says by putting the spotlight on a universal, everyday moment, it’s struck a great humourous note. The hope is this resonates with both Aussies and Kiwis.

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