Weet-Bix takes to snow and space in NZ and Australia
Sanitarium has launched two very different ads for Weet-Bix in New Zealand and Australia.
The New Zealand campaign, by Saatchi & Saatchi NZ – features adventurous kids making a journey from snow to surf using all manner of snowboards, skateboards, bikes and surfboards, while the Australian campaign – by BWM – features Aussie footballer Tim Cahill saving the world by kicking a meteor out of the way.
“Weet-Bix is part of the fabric that has bound New Zealand families – and kids – together for generations, and so it seemed appropriate for us to try and capture the unique attitude which most Kiwi kids share,” said Saatchi & Saatchi group account director Natasja Barclay.
ECD Dylan Harrison said: “The story of four kids setting themselves the challenge of riding from snow to surf in one go speaks to Weet-Bix kids everywhere. They embody the ‘never give up’ attitude all Weet-Bix kids share, in whatever they do.”
Early next year Harrison will become ECD at DDB Sydney.
Sanitarium’s Nigel Chenery, senior product manager for Weet-Bix and family cereals, said: “The new campaign really epitomises the kiwi attitude and spirit, and expresses the “Kiwi kids are Weet-Bix kids” idea in a more contemporary vein.”
The NZ camopaign goes to air on Sunday while the Australian campaign is already airing.
NZ credits:
- Executive Creative Director – Dylan Harrison
- Copywriter – Matt Sellars
- Art Director – Cory Bellringer
- Head of Content – Jane Oak
- Group Account Director – Natasja Barclay
- Account Director – Julia Collins
- Production Company – Film Construction :
- Nic Finlayson – Director/DOP
- Phil Liefting – Producer
- Rowan Webb – ‘Making of’ Director
- Post Production – Digital Sparks
- Audio: Franklin Rd
- Mahuia – Composer
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large. He returned to Mumbrella as Publisher in January 2025
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Bit embarrassing for BWM to be compared like that… not much of a contest is it?
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Lets be honest, they both suck.
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Hmm Dr, that’s a bit harsh isn’t it?
The Kiwi one to me is aspirational and down to earth (which I reckon is pretty bangon for NZ Weetbix brand values) for a kid whereas the Aussie one is ..well…out to lunch – and smacking of “no new ideas but let’s leverage our stars and spend a truckload”
I mean what the hell is it with meteors (Pepsi Max) and space ads (Optus, WWF) these days?
and yes – I am a Kiwi weetbix kid
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Wilhaus – bang on. Thought the kiwi ad was great and aspirational is exactly right. What the fck Brett Lee and Tim Cahill are doing in space… i’m lost for words. I think Brett needs to go make another music video… https://www.youtube.com/watch?v=oImLKfoCyvA
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Kiwi one wins hands down for me. The Aussie one feels lazy and boring.
Then again, I’m not the target market so I can’t judge their effectiveness properly.
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Kiwi ad’s fantastic. captures the way young people feel totally. Aussie ad seems lazy and uninspired in comparison. Bwm distracted by their photon nightmare I reckon.
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