We need a montage: Kellogg’s adds some cheese to its bran

There’s nothing better than a graph that shows complex information simply (like this), except perhaps for a montage that shows the passage of time quickly. And, like Forrest Gump, Team America, Rocky IV and many other movies before it, Kellogg’s and JWT have embraced that classic filmic technique with a spot that aims encourage people to take the All-Bran 7 Day Challenge. 

As the blurb says: “It may be called a challenge, but it’s not really one at all. Directed by Dean Hewison, the spot has some fun with that thought, pushing the challenge to the absurd by harking back to the epic training montages of ’80s cinema.”

Creative director Cleve Cameron says it doesn’t usually make ads for Kelloggs as it’s run out of Sydney, but “a little brief came in and we were able to pull it off” with a more absurd, English style humour than that usually seen from Australian ads. 

Credits: 

Client: Kellogg’s New Zealand

Brand Manager: Abbie Malakai

Marketing and Innovation Manager: Julian Ng

Agency: JWT New Zealand

Executive Creative Director: Cleve Cameron

Copywriter: Sam Dickson

Art Director: Rod Prosser

Account Director: Sara Eichmann

Agency Producer: Mary Wall

Production Company: Two Birds

Director: Dean Hewison

DOP: Aaron Morton

Editor: Nathan Pickles

Grading: Dave Gibson @ Digipost

Flame: Jon Baxter @ Perceptual Engineering

Music: Nathan King and Andy Lynch @ Hum Studios         

Sound Design: Adam Iles @ Factory Studios