Bored with your daily ad watching routine? Well, Saatchi & Saatchi and Sanitarium have come up with a solution, making 15 commercials with the same script and setting, but changing three elements in each execution for Light n Tasty’s ‘Every Day Different’ campaign.
“Before developing the campaign we looked at research that showed us people like to change the small things in their daily routine to keep things fresh,” says Saatchi’s group account director Natasja Barclay.
This also applies to cereal, it seems, so the agency focused the new campaign on our desire for variety in daily life. But don’t cue the cutesy upbeat soundtrack and montage of wholesome thirty-somethings going on about fibre and fruit while trying to squeeze into a pair of tight jeans. These ads are, as executive creative director Dylan Harrison, “pretty out there”. In fact, they’re almost Monty Python-esque.
“Sanitarium loved the idea, and we’re delighted they had the courage to bring such an ambitious and unconventional project to life,” he says.
The TVCs, directed by Luke Savage from Flying Fish, will air on a rotational basis so you will see progressively more of the executions (StopPress favourites: balls, Wilma, coconut and superhero) as the campaign unfolds.
Check them all out here.
Campaign Title: Every Day Different
Brand: Light ‘n’ Tasty
Agency: Saatchi & Saatchi New Zealand
Executive Creative Director: Dylan Harrison
Art Director: Carolyn Davis
Copywriter: Matthew Page
Agency Producers: Jane Oak & Natasha Gill
Account Team: Natasja Barclay & Julia Collins
Strategist: Tamsin McDonnell
Production Company: Flying Fish
Director: Luke Savage
DOP: Andrew Stroud
Producer: Leela Menon
Post Production: Flying Fish
Editor: Nathan Pickles
Sound: Franklin Rd