Kellogg's ran an ad for Raisin Bran Crunch not too long ago that we here at Ad Wizards thought was an asinine, tortured, 30-second turd fest. Well, good news for turd fest aficionados: Kellogg's has apparently deemed that ad worthy of turning into a campaign:
In the spirit of cooperation, I'll assume this commercial is intended to be tongue-in-cheek, and I won't go into it line-by-line. But I would like to ask a few general questions:
1. Does something as vanilla as a bran cereal with dried fruit really attract "superfans"?
2. Is the idea of a bran cereal "superfan" supposed to be the basis for the "humorous" absurdity in these ads?
3. Does absurdity sell a lot of boxes of cereal?
Maybe Kellogg's knows the answers to those questions. Or maybe they have no idea, and they're just throwing shit against a wall and seeing what sticks. Either way, I guess they have a concept for an ad here. However, the "punchline" of the ad doesn't work. You have three Raisin Bran Crunch fans on a pilgrimage to the Raisin Bran Crunch plant. They are each eating cereal while driving in a vehicle emblazoned with the Raisin Bran Crunch logo and sporting a Sun mascot mirror dangler. All the while they're talking exclusively about Raisin Bran Crunch. Then, we have this:
Backseat Guy: You know what will really get us in the spirit? (singing) 99 boxes of Raisin Bran Crunch, if you're nice to me, I'll share some with you...
Passenger Seat Guy: ... (silence, turns head slowly, shocked expression)
Okay, no, dude. You are eating a bowl of Raisin Bran Crunch in a car with 2 other people doing the same while traveling to see where Raisin Bran Crunch is made. You are certified, batshit insane. You cannot believably express surprise at anyone else's actions. You cannot believably act shocked at anything!
I have an idea for the next installment of this campaign: our colorful trio of RBC boosters decide they want to meet their mascot-hero face-to-face. So they volunteer to pilot NASA's first, and only, manned mission to the Sun. As they near the center of our solar system, the cheerful chords of "99 Boxes of Raisin Bran Crunch" fade away softly as their space shuttle, decorated with bright red Kellogg's logos, is incinerated at 5,778 degrees Kelvin. Tagline: Kellogg's Raisin Bran Crunch: Remember, it's bran and dead grapes. Don't overdo it.