Weet-Bix focuses on the simple things in new brand film

25 July 2018

Advertiser: Sanitarium
Creative Agency: DDB (New Zealand)

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DDB New Zealand’s first work for the cereal brand tugs on the nostalgia strings in a move away from Weet-Bix kids and brand ambassadors.

They say the simple things in life are the best, and that’s often the case with children. Whether its mucking about in the hay, riding cardboard sleds, ladybirds or rolling down a hill.

That’s the premise behind Weet-Bix’s new brand film ‘Simple is Good’, DDB New Zealand’s first work for the cereal brand.

The spot marks a new direction for Weet-Bix. Rather than focusing on Weet-Bix kids or using ambassadors like the All Blacks to spruik wheat biscuits, the nostalgic clip follows Kiwi kids having fun in an idyllic rural setting.

The TVC was directed by Sweetshop’s Dylan Pharazyn.

"I love that a child’s fun is at the heart of the idea - the simple stuff of kid’s being kids and roaming about and exploring the world. It’s the truth of that kind of free play that I wanted to capture,” Pharazyn said.

DDB chief creative officer Damon Stapleton said the new brand territory for Weet-Bix is refreshingly simple.

“Simple is Good touches on a shared memory for many Kiwis, fresh air, sunshine, friends. The energy and the feeling in the spot sums up the insight at the heart of the campaign, the best things in life are simple," he said.

“It’s exciting to launch the new brand platform with our first piece of work for Weet-Bix. Our approach is centred on business growth and I’m looking forward to watching this brand grow.”

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