Soda marketers would later get tons of attention for pro-social Super Bowl advertising (Coca-Cola, "Download Happiness," 2015) and pro-social bowing out of Super Bowl advertising (Pepsi Refresh Project, 2010), but a sugar-cereal marketer played up good deeds rather than product attributes in 2009's big game.
In this spot by Publicis Groupe's Leo Burnett Chicago, Kellogg Co.'s Frosted Flakes commits to renovating 50 playing fields across the country. The initiative was tied to the the "Show Your Stripes" program to encourage kids to get active. Adults could visit FrostedFlakes.com to help decide which baseball fields, basketball court or other facilities would get the makeover.
Breakfast-cereal brands aren't frequent Super Bowl advertisers. Kellogg's hadn't been in the game since 1992's "Taste Corn Flakes." Rival General Mills bought time in Super Bowl XXX in 1996 ("Time Out") and then stayed out again until 2014, when it ran the smash "Gracie."
BRAND: Frosted Flakes
AGENCY: Leo Burnett
QUARTER AIRED: Q3