Adwatch review: Kellogg's Crunchy Nut

LONDON - Ed Morris, executive creative director of Lowe London, reviews the Kellogg's Crunchy Nut commercial 'Greedy businessman', which had the second highest recall with the public in the weekly Adwatch ranking for 20 August.

You'll remember this punchy little ad if you've watched any TV over the past few weeks.

A guy in what looks like an office canteen or business hotel buffet takes a whole serving bowl of Kellogg's Crunchy Nut corn flakes from a buffet for himself and fills it with milk. I probably don't need to go any further. Anyway, everyone's clearly very put out by it, until a heroic canteen worker snatches the bowl back before our man tucks in. The end line reads: 'Ludicrously tasty'.

At the very least, the ad is obviously ludicrously memorable. It has done extremely well to get to number two in the Adwatch ranking as it is only a 20-second spot. Most of the others are 30 or 40 seconds, some even 60. It is also a line extension - yet another one in what seems like hundreds of cereal variations, which I am confronted with on a daily basis - and has been sparingly scheduled.

I would imagine that the amount spent on this ad would also be considerably lower than for some of the competition in the table, such as Asda, Coca- Cola, Tesco and Apple's iPhone.

As a marketer, I have to ask myself why and how it is so successfully competing with them, despite its apparent disadvantages. Taken at face value, it is no great strategy. It is about taste, and there are no shortage of taste messages out there at the moment. With its short length and low spend, repetition isn't driving the salience here, either.

I would intuit that the secret is probably executional, and perhaps prompted by, and summed up in, the 'ludicrously' bit of the end line. It is a bit bonkers, funny, and the starring character is memorable because he's a bit of a nutter.

This is what makes the ad's success a little bit scary for the client and the agency; they have to hit the memorable 'sweet spot' found with this ad in the next execution. They might have nothing more to rely on than another bit of fortuitous creative. But then, maybe that's not such a terrible, or even unreliable, place to be. Good luck to them.

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