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Nestle Rowntree is to use children's preoccupation with fame and

celebrity as the cornerstone of its launch advertising for All Stars,

the first-ever boxed confectionery aimed at children.

The first 30-second execution shows a group of boys and girls in a

bedroom, munching All Stars. Suddenly they are transformed into members

of the pop band Hear'Say, and find themselves performing in the video

for the band's first hit, Pure and Simple. Choreography and direction is

by the same people who worked on the real Hear'Say video.

The ad, created by M&C Saatchi, ends with the five friends back in the

bedroom, and the strapline 'We're all stars with All Stars'.

Further spots in the series will mimic other celebrities, including

footballers.

All Stars is a collection of Nestle's bestselling kids' brands: Milky

Bar, Mini Smarties, Rolos, Wonkalate and Fruit Pastilles. They are all

individually wrapped and packaged in a brightly-coloured box with a

removable lid for sharing.

Although Nestle refused to divulge the cost of the marketing campaign,

it confirmed that All Stars would be the company's biggest new product

launch this year. Priced at £2.99, All Stars has already secured

distribution in Tesco stores nationwide and will be sold in all major

supermarkets by the end of September.

M&C Saatchi muscled its way on to the Nestle roster when it beat four

other agencies to the All Stars ad account earlier this year. The TV

campaign breaks on September 26.