Kellogg Special K Saves Advertising Space


Now this is good. At first we looked at this ad and we're like, "huh?" Then we realized, "duh!" It's eye catching and it makes its point very clearly. But, the name of this ad has the word "spec" in it leading us to believe it's only a twinkle in a creative's eye. Come on, Kellogg. Approve this ad! Oh wait, this is probably too insider for our cereal eating friends to appreciate.

by Steve Hall    Aug-28-06   Click to Comment   
Topic: Good, Magazine   

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Kellogg has a history of being slow on the draw when it comes to approving advertisements. It took them until 1998 to take OJ Simpson off of the Cocoa Krispies package.

Posted by: tom on August 28, 2006 3:41 PM

I LOVE this ad. But, conversely, Kellogg's should do an ad for Super Uber Double Fudgy Sugar-Dipped Pop Tarts wih a morbidly obese 9 year-old bursting off the page.

Posted by: Ben on August 28, 2006 5:03 PM

Steve I am with you I like the ad, regardless of a slow approval history they have had some very good ads.

Posted by: Roy on August 28, 2006 11:24 PM

Love it. Very craetive. We'll see if it makes it to print.

Posted by: Brian on August 28, 2006 11:40 PM

I don't get it, what are the numbers on the side under space available suppose to be?

Posted by: brian on August 29, 2006 7:51 AM

Who cares what the numbers are? The point is she's gotten so thin eating Special K they don't need the whole space for an ad with her in it. The numbers could be nonsense, as long as they get the idea across.

Posted by: JJeffryes on August 29, 2006 10:23 AM

Brian - The numbers are phone number in France.

Posted by: ariel on August 29, 2006 11:49 AM

You mean this isn't a parody of blogging where the substance is in the side bar and the real body of this loose folio de joie is basically just numbered and as good as a blank stare?

Posted by: posted on August 29, 2006 12:09 PM

MINI did this concept a while back with an outdoor board. The car was so small it only needed one-third of the space on the board. So MINI donated the rest of the space for a Nature Conservency message.

Still a good idea

Posted by: Bevo on August 29, 2006 3:26 PM

Oh sheesh. Yeah. Took about 15-20 seconds to figure it out, but yeah.

Do you think, though, that the average person flipping through a magazine or glancing at a passing billboard has the sort of tenacity of thought to care about figuring out what it means? Or are their attention spans too slow for this?

This is, of course, speaking as an "average person" who only dabbles in marketing but has a high IQ.

Posted by: Doi on August 30, 2006 3:33 PM

I think it made sense instantly for me. Also, keep in mind that the phone number from France wouldn't throw people off as much there (which, btw, in case anyone cares, it's a number for JWT). But, I don't think it's a question of attention span, so much as the ability to quickly put two-and-two together - much like Guinness's old advertising where it would just be a billboard with dark brown and the tan-foam-color on top with no logo. Advertisers like to think it gives you a little award for figuring out the connections instead of shoving it down your throat.

Posted by: ariel on August 30, 2006 3:41 PM

I love this ad!! On a billboard it might be lost on some but in a magazine I think it would pack a punch.

Posted by: Megan on August 30, 2006 9:13 PM