It's the ad jingle that every Aussie household knows – and it's getting a revamp.
Weet-Bix is updating its iconic kids anthem jingle for the next-generation as part of a campaign that aims to celebrate the diversity of Aussie families and reconnect people to the brand.
A nationwide hunt for musical talent has brought together Aussies such as musicians Troy Casser-Daley and Kate Ceberano as well as X-Facrtor contestant Jai Waetford and Australia's Gto Taelnt star Fletcher Pilon.
The tune was first used in 1987, and it will be brought back in ads launching on Sunday (11 September).
The ads were shot in the Hunter Valley, Sydney and Melbourne.
Weet-Bix senior brand manager Alex Garas said: “For us, being a Weet-Bix kid is not age related. We like to think that Weet-Bix helps raise our nation and that certainly doesn’t stop at adolescence. Our research shows that some of our most avid consumers are in their seventies and eighties and have relied on a Weet-Bix start to the day to lead a long and healthy life.”
“It’s a piece of advertising that we think will definitely make you smile.”
Channelzero ECD Franky Callanan added: “Our strategy was to leverage the brand’s most powerful asset and get people to reach into the back of the cupboard and bring out the Weet-Bix. We wanted this campaign to reflect a modern, diverse Australia combined with a few iconic singers and new talent to bring a bit of fun and joy back to breakfast.”
“Perhaps the greatest aspect of the project was working with a great client that had the courage to tackle such an Aussie classic. That’s a rare privilege and one we are very thankful for.”
Credits
Creative & Production: Channelzero
- Franky Callanan - Executive Creative Director
- Patrick de Teliga - DOP
- Katharina Ross - Senior Account Manager/Producer
Music:
- Tony David Cray
- Sean Peter
