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Nestle is relaunching its Sun-Pat Peanut Butter brand with a quirky TV

campaign by Ogilvy and Mather.

The creative team behind the ads - the O&M copywriter, Alun Howell, and

the art director, Marcus Vinton - opted to make the campaign without

using scripts. Instead, they visited schools asking the children one

question: ‘What’s the nuttiest thing you’ve ever done?’. The team filmed

the children’s answers.

The children obliged by pulling faces, donning stupid hats and telling

suitably silly tales. Their stories were made to seem ‘nuttier’ by the

addition of animated inserts - such as walking chattering teeth and

acrobatic toy dogs - and added sound effects.

In the first execution, a small boy puts on a reindeer hat and pulls

stupid faces, rolling his eyes and pulling his ears. In another, an

older girl describes why she thinks netball is stupid: ‘It’s so sad you

can’t move your feet,’ she says dismissively.

Despite the ‘nuttiness’ of the children’s stories, however, the

voiceover insists that new nuttier Sun-Pat is, in fact, the nuttiest

thing around. A slice of bread, spread with Sun-Pat, appears on the

screen. A bite-shaped piece disappears from one corner and a squeaky

voice says ‘yummy’.

The campaign, which comprises ten 20-second ads, breaks on 15 July,

rolling out nationally with a media spend of pounds 2 million. All 20

films were directed by David Hartley through Flying Colours. The

campaign is targeted at mothers with young children and promotes the

completely repackaged Sun-Pat range.