General Mills ~ “Awesome Movies”
WC Fields once said, “Never work with animals or children.”
We did both in this spot for General Mills Big G cereals. The objective was to inspire consumers to buy Big G cereals in order to collect two codes which, in turn, could be used to download one of ten digital HD movies. Of the three concepts we presented (two of which were animated) General Mills decided to go with the live action shoot due to the family appeal of the promotion.
Adhering to network and industry regulations regarding advertising to children (including avoiding the word “free”) while delivering a cohesive and engaging message that also included a clip from one of the movies featured was a challenge we overcame with smart visuals and succinct copy. The promotion was so well received, General Mills asked us to expand the initial :10 tag into a :15 network spot which proved to be an overwhelming success!