Preteen Human Larvae Prefer General Mills Fruit Snacks

Saatchi ad could use a metamorphosis

#SMW is right around the corner. Join us April 9-11 in NYC to get up to speed on all the latest strategies, technologies and trends you need to be following. Register now.

I've soured on weird advertising for sweets because of this new spot for General Mills's fruit snacks via Saatchi & Saatchi in New York (and Biscuit Filmworks director Jeff Low). A preteen boy emerges all sticky from a giant cocoon hanging in a closet. His preteen pal watches from a bed and whispers, "You look delicious." The first boy takes a taste of the cocoon and replies, "I feel delicious." Holy subtext! To me, the approach feels awkward and creepy, especially since kids are involved.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Spring Special

Save 30% Off an ADWEEK Subscription Today!

View Your Options

Already a member? Sign in