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London 2012

London 2012 Watch: Kellogg's Makes Opening Ceremonies Debut

Posted by Mark J. Miller on July 27, 2012 04:11 PM

A new ad campaign from Kellogg’s points out that our culture is a little fixated on the end of sporting events. Featuring Olympic swimmer Rebecca Soni, the new ad is all about the start of each day, how it is filled with potential as well as, of course, quality cereals. The campaign also marks the first time that the brand has ever run a national TV spot during the Opening Ceremonies of the Olympics Games.

This is Kellogg’s biggest Olympic campaign ever — shown in the combination of eight athletes and 1 legend (Summer Sanders) — hitting cereal boxes, social, digital, athlete acquisition, and now the opening ceremony commercial on NBC's Olympics telecast. The spot is the culmination of Kellogg’s campaign “From Great Starts Come Great Things,” and also marks the first national TV commercial for three-time Olympic medalist Soni.

The advertisement, designed by Leo Burnett, begins with a question at the start of a swim race: “Why does the finish get all the glory?” A series of questions challenge viewers whether it’s the win that matters, and if the win is the most important part of the journey, before sharing a truth: that there’s no destination without a beginning. As the race rewinds, viewers are led to the conclusion that there’s no glory at the finish without the most important part of the journey: the start. Simply put, the spot celebrates the start for all the potential it embodies.

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