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.

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.

Please login with linkedin to comment

Latest News

GHO Sydney And Family Planning NSW Launch ‘Planet Puberty’ Platform
  • Campaigns

GHO Sydney And Family Planning NSW Launch ‘Planet Puberty’ Platform

GHO Sydney has developed a new educational platform for Family Planning NSW to help parents and carers of children with disabilities navigate the changes to their bodies, emotions and social interactions. The project, ‘Planet Puberty’, was made possible through funding from the federal government’s Department of Social Services, and was co-designed with people with disability […]