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General Mills conducts Oatmeal Crisp campaign

General Mills has begun a new television advertising campaign in support of its Oatmeal Crisp cereal brand. The campaign, developed by Cossette of Toronto, is aimed primarily at men. The series of animated television commercials depict the ways in which men have tried to one-up each other through history. The ads feature an animated character who has one-upped other kinds of cereal by inventing Oatmeal Crisp. The creative uses the tagline, "One Up Your Bowl." The ads will run in 67-, 30-, 15 and seven second versions in English and French, on television as well as online.

"One-upmanship has been, and probably always will be, something that rings true to a lot of men," said Emma Eriksson, director of marketing for cereal at General Mills. "As a cereal that one-ups others with its unbeatable crunch and flavour, we think it's fitting for Oatmeal Crisp to celebrate this lovable characteristic in a fun way."

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