Breakfast At Saatchi’s

The “money shot” in Saatchi & Saatchi’s latest spot for Reese’s Puffs cereal is just that: A quarter floats through the air into the hands of a waitress.
A boy flips the coin as a tip to the waitress–who happens to be his sister–after he is served a bowl of the “chocolatey” peanut-butter cereal in a classic diner with a bright blue interior.
Shot at a real eatery outside Vancouver, Canada, the spot uses diagonal camera angles and speeded-up motion to create a “slightly hyperbolic fantasy land,” said Tod Seisser, chief creative officer at the New York shop. Adds art director Tony Lauricella: “We’re trying to get a little hipper, a little edgier.”
Previous work featured a boy talking about the cereal, while images and faces popped up behind him. The creative director/copywriter on the new spot, which breaks this week, was Dave Shea. Dean Shoukas was the senior producer. A budget was unavailable, but parent General Mills spent just under $2 million on the brand last year.
–Andrew McMains