DAVID reviews

2 January 2018

A bowl of attitude.

by Jason Stone


Kellogg's Special K: “Powering You” - 60s

No one at Sport England is going to mind the echoes of 'This Girl Can' in this super new piece of work for Kellogg's Special K. Quite the opposite, as it speaks volumes about the campaign's resonance that its spirit has clearly proven so inspirational.

The message is less generic here than in its eminent forebear, because Kellogg's badly want us to grasp the value of the vitamins it uses to fortify this cereal. The folic acid it contains, for example, will help the pregnant woman having a swim in an outdoor pool, while its vitamin D will boost the immune system of all those exercising.

Our favourite vignette features a woman with a baby strapped to her chest who is dragging too many bags of groceries from her car. The little smile as she successfully closes the car door with her foot reveals that she's feeling on top of the world.

2017 may yet prove to be a watershed for women with sororal solidarity emerging from the horrors of the #MeToo revelations, and this ad is neatly in tune with the belligerence of women forced to live as second-class citizens for far too long.


Creative Agency: Leo Burnett Ⓦ
CCO: Chaka Sobhani ♀
Creative Director: Oliver Farrington / Neil Richardson
Creative: Andrew Long / James Miller
Account Team: Chloe Belskaia / Lindsey George / Emma Greenaway / Amy Martin
Project Manager: Gaynor Goldring
Planner: Anna Coscia
TV Producer: Emma Bewley
Ass't Prod (Agency): Alex Taylor
Film Production: Forever Ⓦ
Director: Kinga Burza Ⓦ
Director's Agent: Agent Elson Ⓦ / Double Agent Ⓦ
Producer: Natalie Wetherell
Food Director: Yann Secouet @ 76 Ltd Ⓟ Ⓦ
Food Photograper: Tony Brown
Executive Producer: Sasha Nixon / Alex Katz
Cinematograper: Mauro Chiarello
Editor: Sacha Szwarc @ Speade Ⓦ
Colourist: James Tillett / George Kyriacou @ MPC Ⓦ
Flame: Marcus Moffatt @ MPC Ⓦ
Sound Designer: Martin Leitner @ Wave Ⓦ
Music: Write My Story - Olly Anna

David Reviews is hand-crafted by Lovely Lenzie Ltd, 7 Seven Sisters, Lenzie, Glasgow, G66 3AW. Editor: Jason Stone. Phone: 0141 776 7766. E-mail: jason@davidreviews.com.