Kellogg’s to debut spot during Friday’s opening ceremony
July 26, 2012 04:23 PM
The spot is the company’s first to ever debut during an Olympic opening ceremony. It shows Soni swimming as a narrator poses a series of questions like “Is the end the best part of the journey? Is it? The truth is there’s no destination without a beginning.” As the swimmer moves in reverse, the narrator says, “For us, there’s no finish without the most important part of the day.” Soni is replaced by a small girl, standing on a swim block with her mother behind her. The girl says, “See you at breakfast,” as Kellogg’s logo flashes on the screen
The spot can be seen at http://www.youtube.com/watch?v=vK10B0Jgb8o.
The advertisement was designed by Leo Burnett. It complements the rest of Kellogg’s Olympic marketing campaign, “From Great Starts Come Great Things.”
The company developed online videos around a roster of eight athletes: Soni, Michael Landers (table tennis), Dwight Phillips (track and field), Summer Sanders (swimming icon), Casey Tibbs (Paralympic track and field), Juan Agudelo (soccer), Kerri Walsh (beach volleyball) and Jordyn Wieber (gymnastics).
Those athletes are on special-edition Kellogg’s cereal boxes across the country and will remain there throughout and after the Games.