JWT goes for understatement for Just Right

JWT goes for understatement for Just Right

JWT Sydney has created a new TVC for Kellogg’s Just Right brand, in the latest phase of its “Masters of Understatement” campaign.

B&T Magazine
Posted by B&T Magazine

The TV spot buiklds on the rebrand launched last year, focusing on the modest personality of the brand, using some of Australia’s most iconic sceneries including the Great Barrier Reef, Whitehaven Beach and the 12 Apostles in a tongue in cheek way.

Vanessa Yates Brand Manager for Just Right explained, “The creative uses examples of classic Australian icons to demonstrate how it is simply the Australian way to talk things down when we should be talking them up. In this way, we bring to life that Just Right is actually bloody awesome.”

JWT Sydney ECD Mark Harricks said the campaign centres on the fact that Australians don’t like to talk themselves up too much, or show off how great their country really is.

“Australians are the masters of understatement. The more dramatic or amazing something is, the more low-key we describe it. We focused on this for our latest campaign because Just Right is the ultimate understatement.

“Every bowlful contains an abundance of greatness, but it has a modest name, Just Right,” said Harricks.

http://www.youtube.com/watch?v=y_HiX5eUfNo