Parents in the U.K. are busy preparing, somewhat uncertainly, for the start of physical school in September, after the U.K. government has repeatedly stressed the importance of attendance. To mark the moment, Kellogg's is out with a sweet back-to-school TV ad that acknowledges that it's been the "longest break ever."
The multi-brand spot starts out with charming, hand-drawn animation courtesy Argentinian animator Dante Zaballa and Nexus directors Smith & Foulkes. It features a little boy reflecting on the time he's spent with his father at home during the lockdown—trying to learn long division, catching up with grandma's news on Zoom (though she's on mute), building "epic" forts and playing soccer. Eventually, we revert to live action with the boy and his father having breakfast together. Son reassures dad: "Don't worry, you'll be OK...we'll still do breakfast."
The ad was created by Publicis Groupe's K1, a customized agency model set up for Kellogg's in 2016 that includes teams from both Digitas and Leo Burnett. “We wanted to show that the return to school in September is going to be just as big a deal for parents as it is for kids and thus bring some humor and levity into the story," said Emma de la Fosse, executive creative director for K1 in a statement.
The spot was shot using a real-life father and son to adhere to social distancing rules. It's airing for two weeks ahead of the start of schools, with a premiere during ITV's "The Voice: Kids."