When the CME-KHBB/Minneapolis creative team on General Mills Oatmeal Crisp cereals pitched the latest campaign, they used the word ‘non-" data-categories = "" data-popup = "" data-ads = "Yes" data-company = "[]" data-outstream = "yes" >

JUST A REGULAR GUY SELLING HIS FAVORITE CEREAL



When the CME-KHBB/Minneapolis creative team on General Mills Oatmeal Crisp cereals pitched the latest campaign, they used the word ‘non-

‘So often in cereal advertising it all looks the same because there is a checklist of things you have to have in the spots,’ said CME-KHBB creative director/art director Bob Ribits. ‘We wanted to throw out the checklist, so there are no milk pour shots, no big shots of flakes . . . just a regular kind of guy who believes enough in the product to want to tell you about it in a down-to-earth way.’
In one spot, ‘Song and Dance,’ breaking today, fictional character B. Leroy Bandy pulls down a window shade with the word ‘Taste’ surrounded by numbered dance steps. ‘When it comes to taste, most wholesome cereals tap dance around the issue. Now Oatmeal Crisp is different. . . . You want to boogie with the belle of the breakfast ball? Well here’s your partner.’
Copyright Adweek L.P. (1993)