Uncle Toby’s Oats launches new ‘Energy Feeds Your Passion’ campaign via McCann Sydney
Real people with unique passions star in the latest campaign by McCann Sydney for Uncle Tobys Oats, in what is a major departure from the usual traditional, category-safe advertising.
The campaign, titled “Energy Feeds Your Passion”, is a distinct change in direction for Uncle Tobys Oats, moving outside the safety of the family kitchen setting to connect with audiences in an engaging and authentic way.
The campaign features real stories of real people with unique passions – a modern-day Medieval knight and a child musical prodigy – who need the energy to pursue the things they love. McCann and Uncle Tobys tell their stories in two documentary-style films, bringing to life the core benefit of oats – natural energy.
The films are running on TV as 30- and 15-second spots, as well as long-format online films.
Using an attitudinal target rather than focus on age demographics, the campaign is able to span the full range of Oats products. This masterbrand approach is a first for the brand.
Says Dejan Rasic, ECD, McCann Sydney: “It’s been rewarding to uncover some truly unique passions to bring this idea to life. Moving away from the traditional family breakfast table in the kitchen was a brave move by Uncle Tobys, but we feel the result is a real step forward for the brand and therefore worth the risk.”
The aim of the campaign is to inspire and empower people to put their energy into whatever drives them, making Uncle Tobys Oats relevant to Australians of all ages.
Agency: McCann Sydney
Executive Creative Director: Dejan Rasic
Creative Group Head: Lazrus Simons
Art Director: Felix Holfve
Copywriter: Martin Svane
Art Director / Designer: Davide Albanese
Senior Producer: Penny Brown
Group Account Director: Lucy Smith
Senior Account Manager: Jennifer Johnson
Production House: In The Thicket
Director: Leigh Richards
DOP: Christopher Miles
Producer: Marcus Butler
Post: The Editors
Editors: Jessica Mutascio & Grace Eyre
Colourist: Trish Cahill
Online Artist: David Tindale
Producer: Daniel Fry
Sound: Rumble Studios
Composer: Johnny Green & Ross Symington
Sound design: Nat Joyce & Cameron Milne
Original Music Track for Gatekeeper/DJ Film: Rhys Toms aka Black Summer
Executive Producer: Michael Gie
13 Comments
Another ‘content film’ showing an ‘interesting, quirky, real Australian consumer of our product tell us their story.’
More work done by lazy marketers and weak agencies who don’t have the balls to push back.
zzzzzzzzzzzzzzzzzzzzzzzz
Powerful, handsome Swedes.
Not sure how this will sell oats. Cool stories though.
Everything gives you energy these days to be your quirky self
Need to find a more original insight.
It used to be ideas.
Could these spots be any more generic?
We need to separate ‘content’ from ‘advertising’.
It’s a thing that’s becoming harder and harder to do.
I propose a rule.
Content is stuff you want to watch. Advertising is stuff you have to watch.
These are watchable, but I wouldn’t search them out. Nice long-form ads. Total rip off of the TripleJ video for the DJ however.
Bloody good for Uncle Toby’s, just not that bloody good.
Once again, the goddamn ‘planner line’ off the brief became the tagline. Planners have no souls. Need to take it somewhere boys, put it in the vernacular. Nobody says ‘energy feeds my passion’, nobody. They do say things like – Just Do It, Don’t leave home without it, Think Different and Cummon Aussie. See the difference?
@It’s nice that…
All of it should be stuff you enjoy watching (or find interesting to watch). Whether that’s online or on TV.
I agree with your last line though.
@ Sack the planner
Bang on mate. Shits me when planners write campaign lines.
Planner: Oh, you know what? If we say ‘feeds your passion’ it’s like, you know, a double double thing. That’s what people say, don’t they? ‘Feeds my passion’
Creative: Nobody says feeds my passion.
Planner: But it’s catchier.
Creative: No it isn’t. It’s daggy and lame. And besides, catchy is not your job. Catchy is our job.
Planner: Well obviously it’s just a thoughtstarter, it’s up to you guys to ‘bring the magic’, as it were.
Creative: Yeah, and it’s up to you to not paint us into a corner.
Planner: Why would you think that?
Creative: Why wouldn’t you just give us a prop in plain language?
Planner: I don’t know what you mean. Just bring the magic, ok?
Creative: How would you describe your prop to a five year old?
Planner: Um.
Creative: Go on, humour me.
Planner: Um. Oats give you energy to to the stuff you want to do?
Creative: Oh my god.
Planner: What?
Creative: Oh, it’s just the first time in my life I’ve heard a planner say something I actually understand.
Planner: Jesus.
Creative: My head feels weird. I think I’m going to throw up. Or laugh. Can you pinch me?
Planner: I’m not going to pinch you.
Creative: Pinch me.
Planner: Fuck off.
Agree completely.
But if it’s boring as tits, put it in an ad break. If it’s watchable, stick it in an ad break and on YouTube.
Love the the line ‘someone’s about to slam you with a massive stick’.
Seems to be code for what’s happened in the walls of this ‘agency’.
@Quality Control, please edify me.