The One Show
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Category
Use of Humor
Annual ID
OS25_RA038M
Background
The cereal category is saturated with the same health messaging that people tend to tune out. The task was to communicate the somewhat familiar-sounding human benefits of Special K in a memorable, unexpected way.
Creative Idea
We didn't talk to humans at all. We pitched aliens on why and how to keep humans alive and healthy for their benefit.
Insights & Strategy
Many cereals and health-forward food products spout similar, familiar claims and as a result, the messaging does not resonate. We needed to search for a way to highlight the benefits of well-trodden ingredient claims in a fresh and entertaining way. Additionally, interest and conversation around aliens and UFOs has recently spiked. The stars aligned, so to speak, and provided us a playground to play with fun new messaging around familiar product claims.
Execution
By crafting hyperbolic propositions aimed at a completely different species, we were able to stand out and sell the product benefits in humorous, out-of-the box ways not before heard in the category. Leveraging a renewed cultural interest in aliens and UFOs, we committed to the bit by only broadcasting in Roswell, New Mexico - the most famous hotbed for extraterrestrial activity and lore.
Results
We achieved the goal of communicating the product's benefits in a very niche, unexpected way, reaching 52% of a market known for alien encounters (Roswell, New Mexico near Area 51).
2025 Awards
Total Points: 3
Merit
Credits
Agency
Leo / Chicago
Media Agency
Starcom / Chicago
Client / Brand
WK Kellogg Co. / Battle Creek
Music / Sound Production Company
Another Country / Chicago
Associate Creative Director
Kurt Monette
Madeline Reusch
Creative Director
Aaron Pendleton
Executive Creative Director
Mariana O'Kelly
Producer
Josh Hunnicutt
Executive Producer
Louise Rider
Senior Producer
Beth Dolnick
SVP, Executive Producer
Will St. Clair
Account Executive
Amber Mekled
Associate Director
Alison Dec
Carrie Chase
Associate Director Investment
Kristina Cervantes
Associate Director Operations
Colleen Sullivan
Audio Assistant
Brett Rossiter
Lucas Hansa
Brand Marketing Director
Barbara Meskin
CEO
Kate Jeffers
Chief Creative Officer, Co-President
Britt Nolan
Chief Growth Officer
Doug Vandevelde
EVP Director
Brooke McCaughrin
EVP Group Account Director
Chris Bergen
EVP, Head of Production
Ashley Geisheker
Executive Vice President, Head of Strategy
Sam Cescau
Managing Director
Tim Konn
Senior Brand Manager
Shannon Steiner
Senior Business Affairs Manager Production Management
Courtney Novotny
Senior Marketing Director, Cereal
Sadie Garcia
Senior VP CD
Tammy Retter
Sound Design & Mix
Jordan Stalling
Peter Erazmus
Sr Business Affairs Manager
Dana Willis
Supervisor
Alexis Genge
SVP Director Investment
Meredith Bivens
SVP Group Director
Cristina Torres
SVP, Group Director Business Affairs
Michael Shanahan
VP Investment
DeAnna Davies
VP Strategist
Elyssa Rossetti Gibbons
VP, Account Director
Carly Richter
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