SPECIAL K COMMERCIALS MOVES ACROSS BORDERS
By Adnews Staff
A Canadian TV campaign developed by Leo Burnett Co. of Toronto for Kellogg Canada's Special K cereal will move into the U.S. market next month. In addition, the campaign is running in England, and Denmark has expressed an interest in launching two commercials there. The TV campaign was launched in Canada last September and features four commercials.. The spot that will air in the U.S. features men in a bar talking to the camera about how they're not going to let their weight bother them this year. A theme often heard from females, but never males. Another ad shows a couple getting ready to go out for the evening. The woman keeps trying on clothes asking her husband if they make her look fat. Another ad shows a woman trying on new clothes in a change room. All that is shown are her feet, while the woman is distressed at not fitting into anything. The fourth ad shows an overweight man wearing a designer suit. The theme of the ad is women wishing designers had to wear the clothes designers make for them. The campaign was originally launched in 1996 using print ads.