Saatchi creates 15 spots for Sanitarium’s Light ‘n’ Tasty cereal to show every day’s different
November 18 2010, 3:54 pm | | 34 Comments
Saatchi & Saatchi New Zealand’s new campaign for Sanitarium Light ‘n’ Tasty cereal, entitled, ‘Every Day’s Different’ features 15 different spots, enough for a new spot to air every day for two weeks. While the dialogue remains the same, three things change in each spot to make each execution unique.
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34 Comments
Awesome.
Unexpected to the power of 15. Nice.
Haven’t even watched them yet and am already sold on the idea.
Didn’t Sanatarium’s rival Kellogg’s do this for LCMs on Oz about 10 years back? Kid comes home, there’s no LCMs, they’re in the cupboard. Then reshot it any number of times with ‘weird and kooky’ stuff happening?
15 years ago this would have been radical.
Ok, Saatchi campaign time again. Pacman, Telecom/Nokia, blah blah blah…
Seriously, I really liked the ads, really liked the direction, really liked the flow – until 7.10pm pulled out the rug from under.
Now, I feel dirty. I want mummy to come wash me now.
Must be hard living in one country, coming over to little old NZ, then trying out ad ideas that had been done before in the faint hope that you won’t get busted.
7:10 – This idea seems pretty fresh to me but your comment has been repeated on several posts.
Well done guys, love the campaign.
This for Sanitarium?
Congratulations Saatchi’s, nicely done.
Shit I hope the media plan is up to it.
Jesus Christ, I can’t believe they got these through Sanitarium.
I want one of those ironing pandas.
@8.34 Don’t be bitter, be better.
Not only has it been done a bunch of times, most recently in the UK for road safety, (that ‘Whodunit’ sequel to the ‘moonwalking bear’ spot) but these don’t even give a laugh. The changes didn’t strike me as funny.
Woooooo. http://tinyurl.com/23pj48w made about the same time the creatives were in the target market and living in Australia. They probably couldn’t find them on youtube and thought it would all be cool.
Good stuff guys. And despite 7.10s slightly bizarre comments, not much like LCMs at all.
These are mad. But I like them.
Love it, a great idea for Sanitarium from the hard working Matt and Carolyn and when you see them one after another (above) as a campaign, it looks like a real contender for an award.
The real shame is that I’ve only seen one of these spots on TV this week, so the great ‘everyday different’ concept doesn’t work for your average punter sitting at home wondering what to put in their cereal bowl in the morning.
So come on client and media people, do the campaign justice and bung some money at getting the exposure out there – so everyone gets to enjoy everyday being different.
What happens after two weeks? Recycle would work I suppose.
I’ve seen then sporadically on TV, they looked cheap and were low energy dull and odd.
My god 9.08. Have you no respect for yourself.
How can anyone say they’re not like the LCMs spot.
We’ve run out of LCMs.
We’ve run out of milk.
Even the scripts are basically the same.
Shameful.
Surely if every day was different, wouldn’t 365 different commercials instead of 15 be a more honest place to start for a campaign….
I was talking these spots up at first and thought it was genius,.
but the LCM’s thing, ah I dunno guys.
Bit dodgy.
Actually I do apologise for the bizarre syntax. Lack of proofreading. I offer my unconditional apologies.
But I don’t think it is anywhere near as bizarre as thinking this campaign is ‘not much like LCMs’. How does it differ at all other than in the brand name and talent?
These guys are way too passionate to have copied a damn thing. The parallels are clearly a co-incidence. And let’s face it, the haters have had to dig deep into the archives. But I think this Light and tasty campaign is pretty awesome all the same.
I’m sure you’re right. I am in not saying it was copied, just that it’s the same.
I dunno about digging deep though. It was a well-known campaign just across the pond when it ran circa 2000, certainly within the industry anyway. Some of us have memories that stretch back further than the last award annual.
Perhaps you could cross-post this to the Oz site and see if anyone there remembers it? That might be fun.
Shame, bro, shame. I’m starting to see a pattern from a certain section at Saatchis.
A new CD must be starting soon. Hope he/she wasn’t working anywhere near Aussie in 2000.
See youz fellas at da pitch.
whatever. with that proposition it’s really bloody obvious.
Like. Best thing I’ve seen on Sanitarium. Deserves to do well.
the best thing about these is that they’re based in such a profound & simple emotive consumer insight – Light & Tasty preferrers are all LSD casualties with a very tenuous grasp on reality. I figure there’s no question but that this campaign is going to grow the brand’s volume and value among female household shoppers amazingly well. Little wonder that most of the sanitarium marketing department have moved on since the pitch – their work is done and there’s nothing left for them to do.
Odd that a lot of the work coming out of Saatchi’s seems to have be having a lot of coincidences lately.
Might be something to do with the reference they’re using?
Breakthrough work for the religious cult client. They’ll be buying dinosaur scripts next!
Now now. The scripts being 10 years old doesn’t make them dinosaurs.
Guys, what’s the last line the actor is saying in the ad? (I can’t get it, not a native English speaker :/)
“Better pack a brolly’ (umbrella)