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Editor's Pick. Kellogg's "It’s All Lies" TV ad

Client: Kellogg

Agency: Leo Burnett

Cereal and snacks manufacturer, Kellogg’s has launched a new campaign for Rice Krispies Squares targeted at young adults.

The campaign, created by Leo Burnett, is based on the contradiction that Rice Krispies Squares aren’t even square, and uses the line “It’s all lies, they’re not even square”.

In each execution the brand looks to promote itself through a monstrous lie, but then immediately confesses that it is, indeed all lies. In the TV commercial we see a luxury motor yacht sailing across the Med with the claim “Right now, if you buy two Rice Krispies Sqaures bars, you receive this beautiful new boat absolutely free”, before a voice interrupts with the endline, “It’s all lies, they’re not even Square”.

Posters continue this theme, with one claiming that the Rice Krispies Squares shown on a 48 sheet is “Actual Size” and another claiming that there are over “72,000 flavours”.

The campaign is running on TV, posters and online. TV and online launched on Bank Holiday Monday (August 29), with the outdoor campaign breaking a week later.

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