When producing a campaign, it’s always a good idea to shoot a few extra executions. You never know what the client might like.
That’s the strategy Leo Burnett followed when shooting a campaign for Kellogg’s new Toaster Muffins. The agency had sold only one idea to the Battle Creek, Mich., client– to have an unemployed muffin maker angrily sing and panhandle on a busy city street. But while on location, the creative team decided to shoot two other scenarios: one showing the baker on a bench crying about the “horror” of the new product, and another in which he
demolishes a toaster with a rolling pin.
The client liked the extra footage and bought all three, converting two of the “extra” spots into 15-second teasers.
–Aaron Baa