Weet-Bix anthem ‘Aussie Kids are Weet-Bix Kids’ gets a makeover in new work via Channelzero
‘Aussie Kids are Weet-Bix Kids’ – the song that launched a million breakfasts – has been transformed into a truly anthemic piece of music after a nation-wide hunt for talent and song writing ability. The tune, which has become an iconic advertising asset since first launched in 1987, will form the basis of a new campaign for Weet-Bix via Sydney agency Channelzero, launching on Aussie TV screens this Sunday, 11 September.
The TVC was shot on location in the Hunter Valley, Sydney and Melbourne, reinvigorating the words and sentiments of the classic song and reflecting the diversity and fun inherent in the Australian way of life.
Speaking today, Weet-Bix senior brand manager, Alex Garas said the notion that Aussie Kids are Weet-Bix kids was as relevant today as ever before.
Says Garas: “For us, being a Weet-Bix kid is not age related. We like to think that Weet-Bix helps raise our nation and that certainly doesn’t stop at adolescence. Our research shows that some of our most avid consumers are in their seventies and eighties and have relied on a Weet-Bix start to the day to lead a long and healthy life.
“What we are seeing with this new campaign is that all of us, from grommets on the beach to Aussie legends like Troy Casser-Daley and Kate Ceberano as well as new stars on the horizon Jai Waetford and Fletcher Pilon regardless of background or age, can be Weet-Bix kids.
“It’s a piece of advertising that we think will definitely make you smile.”
Also speaking today, Channelzero executive creative director, Franky Callanan said it was a rare privilege to be able to work on something that looms large in the collective memory of so many Australians.
Says Callanan: “Our strategy was to leverage the brand’s most powerful asset and get people to reach into the back of the cupboard and bring out the Weet-Bix.
“We wanted this campaign to reflect a modern, diverse Australia combined with a few iconic singers and new talent to bring a bit of fun and joy back to breakfast.
“Perhaps the greatest aspect of the project was working with a great client that had the courage to tackle such an Aussie classic. That’s a rare privilege and one we are very thankful for.”
The new Weet-Bix campaign, commences on TV and across digital channels this Sunday, 11 September 2016.
Creative & Production: Channelzero
Franky Callanan – Executive Creative Director
Patrick de Teliga – DOP
Katharina Ross – Senior Account Manager/Producer
Music:
Tony David Cray
Sean Peter
9 Comments
I thought Kate Ceberano was a scientologist, not a Seventh-day Adventist.
Did they spend all the money on music and skimp on the production budget. Split screens and the 3CCD look is back.
Creative & Production means inhouse, & unskilled…rubish
This is circa 1980. Really terrible production values. You pay peanuts, you get monkeys. A massive and very obvious drop in standards since it left BWM. Just checked out Channelzero website and it’s no surprise. They look like a company that shoots Vox Pops and cheap content. No real idea of how to write or make a TV commercial. Sad to see such an iconic brand go this way. But it’s obviously where they want to go.
But I thought Kiwi kids were Weet-Bix kids.
World shattered.
:'(
Naff.
If this work sells more Weet-Bix, I’ll eat the box.
https://m.youtube.com/watch?v=MOnEaKVtHxY
Check this out Im sorry to say this ad is way better then the aussie ad
who is the actor in the
black t shirt
Why is Kate Ceberano, a Scientologist, who says, “it is a valuable philosophy” singing for a Weet-bix ad. Her belief system and those of the makes of Weet-bix are poles apart. A surprising and interesting choice to have her sing by the Weet-bix makers. Please explain your thinking as it doesn’t send a good message I believe.