Thursday, May 8, 2014

They're Grrrrrrrreat!

One of the biggest criticisms of student work is that it's cute and/or corny.  I can't say I originated this criteria (I picked up through Vinny Tulley and Sal DeVito's teachings), but it certainly helps in weeding out the worst ideas.  And when you assign something like Kellogg's Frosted Flakes, you expect some derivative of Tony the Tiger to send the cute and corny meter into overdrive.  In the real world there are agencies that have taken animated brand ambassadors to a new and more sophisticated level (google: Goodby Cheetos), however, many ultimately fail in connecting adults with a product that has been traditionally marketed to kids.

Enter copywriter Neil Pohl and his campaign for the (literally) starchy brand.  

Gone are the black and orange stripes and red bandana of a goofy, non-threatening tiger.  Replaced now by an acerbic, all-too-true-to-life summation that cereal is the ultimate meal when there is no other choice.

Appealing to adults who have a sense of humor, a nostalgic yearning and an empty stomach, Neil has crafted outrageously funny work that satisfies. 

And, in case you're wondering, Neil is up for grabs.  Recently finishing a stint at Tribal DDB, he's ready for the next opportunity.

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