Creative: Best Spots April

APRIL Cold cereal is hot these days, especially sugary product intros, like Kellogg’s Raisin Bran Crunch. Not only does RBC add zing to an iconic brand, it milks fresh advertising approaches. In the past, says Thomas Hayo, associate creative director/art director at J. Walter Thompson in New York, “We had to be careful what kind of people we put in [cereal ads]. They had to be serious, wholesome characters. But since Raisin Bran Crunch is a new brand, we wanted to go against the rules, do something quirky and offbeat.”