Sanitarium launches ‘Every Aussie’s raised a Weet-Bix Kid’ campaign via BWM Sydney
Sanitairum has launched a new campaign via agency BWM, Sydney led by a TVC directed by Brent Harris via Stink London.
The advertising campaign launches across Australia this week on television and online. The spot features this poem, written by BWM copywriter Zac Pritchard, who also provided the voice-over:
To every single Aussie born
At daytime, night-time, dusk or dawn
No matter if you’re a boy or a girl
If you want to rule the playground or take on the world
Whether you like surfing, or a mathematician
If you’re really funny, or good in the kitchen
If you dream of being famous, or you’re just working hard
If you play in the stadium, or the backyard
From the moment you can stand, or even sit
Every Aussie’s raised a Weet-Bix Kid.
The campaign profiles everyday Australians, alongside professional athletes and proud Weet-Bix kids, socceroo Tim Cahill and surfing champion Mikey Wright.
On being raised on Weet-Bix, Tim Cahill says: “Weet-Bix has been a huge part of my life for decades. I grew up eating Weet-Bix with my parents and my siblings, we all still enjoy our Weet-Bix today. Whenever I am back in Australia I take a supply of Weet-Bix back to New York with me to ensure my four children are also raised as Weet- Bix kids! To make the most out of every day and be the best you can be, you must start the day with a wholesome breakfast and Weet-Bix meets those needs – no matter how you like them served or how many you do!”
Adds Sanitarium General Manager – Marketing, Daniel Derrick: “Weet-Bix has been a trusted and iconic Australian breakfast since 1928. Through Raised on Weet-Bix we are celebrating the individuality of all Australians, whilst acknowledging a national breakfast that unites millions of us every day, each enjoying Weet-Bix in their own particular way.”
17 Comments
Sorry, but it’s piss-weak.
When copywriters choose to pen
A poem, verse or ditty
It seems to me, inevitably,
The result is always shitty.
Sorry, but hand-on-heart, it’s pissweak. Could be for anything with a jingoistic Aussie positioning. Try putting Vegemite, Kraft Cheddar, VB, etc etc in place of Weet-Bix and it works just as well – ie: poorly.
This seems off-brand to me. Since when did Weet-Bix start taking itself so seriously?
If you wish to write a poem
Then please let it be shown
It doesn’t need to rasp with rhymes on every line
And before the pen hits paper
Please make sure your latest caper
Has rhythm, or at least a sense of time
Don’t worry about diction
Matching words like mathematician
If there’s truly, nothing, there to say
And speak it out loud
Like you were in front of a crowd
Of bards, druids and ovates
No local directors capable of split screen spots?
‘Raised on Weet-Bix’ poem:
To every single Aussie Born
At daytime, night-time, dusk or dawn
Born in the city or born in the country
From Margaret River to Manly, The Simpson to The Daintree
No matter if you’re born a boy or a girl
If you want to lead the playground or take on the world
Whether you like surfing, or you’re a mathematician
If you’re really funny, or good in the kitchen
If you dream of being famous, or you’re just working hard
If you play in the stadium, or the backyard
From the moment you can stand, or even sit
Every Aussie’s raised a Weet-Bix Kid.
where are the creative credits?
Yeah I can really see why you’d need a foreign director for a spot like that. What a wank! This industry is doomed!
So that’s why the prod co is called Stink.
aussie directors were raised on weet-bix too?
shame on you BWM
Interesting, getting an overseas Production Co to make an Aussie values ad.
Seriously, this could have been made locally, and made better.
Look. I didn’t mind it… It “could” have been passable. But let a real VO artist have a go… the dead pan delivery made it seem poorly crafted.. I’m sure there would be less haters if you had.
Many Aussie and NZ directors were briefed. Final 3 were Stink and 1 NZ and 1 Aust.
Of the many Aussie directors who were invited at least 4 declined due to other commitments or a desire to take a Xmas break.
At least 15 VO’s were considered. This is by far the most authentic…authors often do that.
As for you anonymous trolls….have the balls to put your name on your comments….or are you too unsure of your opinion to stand behind it….now that’s piss-weak.
It’s very Sydney really. You’d never see this kind of stuff coming out of any other state.
It’s a deep rooted view of Australia from the birth place on Singo and Mojo and not much has changed. #backward
http://www.youtube.com/watch?v=2Uoyjo4dSdI&list=UUD5SLNpseSC42mAianx9ffQ&feature=c4-
Uncle Toby’s meets Etihad Airlines – but not as good as either.
http://www.youtube.com/watch?v=ucKNNbnqBW0
i hope you know there are more than just two sexes. There isn’t only boys and girls, there is also intersex people who are born with both male and female sex organs/genitals. Try to be more inclusive, a lot of people will get offended if you don’t include their gender.