A Mythical Blacksmith and a Real-Estate Dealmaker Pitch Kids on Go-Gurt

Spots show what it takes to get it all

Squeezing the last drops of Yoplait's Go-Gurt out of its tube is serious business.

That's the takeaway from two new ads for the General Mills brand from longtime agency Saatchi & Saatchi. As in the past, kids play leading roles. But rather than hijinx, persuasion and brute force come into play, plus a dash of drama.

A blacksmith—or rather the Greek god of blacksmiths—is the hero in "Hephaestus," a wordless exchange between a girl and the hammer-swinging craftsman.

In "Real Estate," a well-dressed boy tries to persuade a Go-Gurt tube to give up its contents in exchange for much better digs.

Unlike "Hephaestus," however, the ad ends without a resolution. Who said you can't find drama in ads directed at kids? The campaign's tagline, of course, is "Go-Gurt. Whatever it takes to get it all."

The absurdist scenarios stem from the product itself, according to Jay Benjamin, chief creative officer at Saatchi in New York.

"It's kind of an absurd product to begin with—in a great way," Benjamin said. "It's yogurt in a tube that you slurp out of a tube. So, it's about starting there and thinking about kids. And kids also have this propensity for the absurd."

Overall, brand consultant Katherine Wintsch found the new approach to be different for the category and in sync with the minds of kids.

"They, in a good way, have strayed from the norm, first, into humor, which is smart, and then second, into more problem-solution and not just nutrition and protein, the standard fare," said Wintsch, founder of The Mom Complex in Richmond, Va. 

"I could see young kids—similar to the age of the children in the ads—liking it, relating to it," Wintsch said. "Kids of that age have strong opinions about products, and they can tell Mom to stop buying it. It felt to me that it was targeting kids and their challenges, and I think that's smart."

CREDITS

Client: General Mills

Agency: Saatchi & Saatchi, New York

Chief Creative Officer: Jay Benjamin

Executive Creative Director: Peter Moore Smith

Creative Director: Iain Nevill

Associate Creative Director, Copywriter: Adam Kline

Associate Creative Director, Art Director: Justin Roth

VP, Account Director: Caitlin Reynolds

Assistant Account Executive: Whitman Shaw

Director of Content Production: John Doris

Producer: Radu Olievschi

Music Producer: Eric Korte

Director of Business Affairs: Marta Stajek

Business Affairs Manager: Christina Mattson

Production Company: Buscuit Filmworks, Los Angeles

Director: Matt Dilmore

Managing Director: Shawn Lacy

Executive Producer: Colleen O'Donnell

Line Producer: Carr Donald

DP: Darko Suvak

Production Designer: Joaquin Grey

Editing: Rock Paper Scissors, New York

Editor: Carlos Arias

Assistant: Jon Dean

Producer: Lisa Barnable

Executive Producer: Eve Kornblum

Color Correction: Lenny Mastrandrea

Finishing: Rock Paper Scissors, New York

Flame Artist: Edward Reina

Producer: Jen Milano

Music: Emoto Music, Santa Monica, Calif.

Composers: Paul Bessenbacher, Alex Kovacs, Lauren Hillman

Producer: Paul Schultz