Breakfast brands are always trying to emphasise how they make a great, healthy start to your day. But what if that amazing start was followed by a crashing failure? Alpen's new U.K. campaign has fun with that idea.
For two new ads, the creative team at BBH London found genuine YouTube "fails" then imagined the great start to the day that preceeded them. According to the agency careful casting and wardrobe were used to get actors looking as close to the real people in the YouTube clips as possible.
Liz Murphy at Nice Shirt Films directed the two ads, each of which start with an idyllic breakfast scene, set to the soundtrack of the Monkee's "Daydream Believer," as families get ready for their day eating bowls of Alpen. It's all upbeat and happy as, in the ad seen here, a Mom is off to fly a kite with her family, and in anotherad, a man gets ready for a day playing cricket. If this was a conventional breakfast cereal ad, it would probably all continue to go well. In these scenarios...well let's just say that if you're a fan of candid camera videos, you'll laugh.
The aim of the campaign is to make the brand's breakfast cereals, including muesli and granola, relevant to a new generation. Alpen, owned by Weetabix, is still the category leader in the U.K. but faces competition from newer brands, so the brief was to reinvigorate it with a fresh idea.