Santa Thinks Thin in Special K Diet Spot

CHICAGO Leo Burnett uses a Tom Jones song and the image of Santa Claus to tout Kellogg’s Special K Challenge Diet in what has become an annual New Year’s advertising tradition.

A 30-second spot from the Chicago agency, which broke earlier this week, takes the point of view of a customer in a clothing store as Tom Jones’ “What’s New Pussycat?” plays as a soundtrack. As women in the store offer friendly glances, the camera zooms in on a skimpy bathing suit. The perspective shifts to reveal the customer is Santa. “There’s a prize inside every box,” says a voiceover as onscreen text reads “Optimism.”

“‘Tis the season to drop a few,” continues the voiceover, which explains the Special K Challenge Diet is a meal plan that substitutes two bowls of cereal for two meals a day for two weeks. The goal of the challenge is to lose six pounds. The spot also introduces a new tagline for the brand, “The prize is inside.”

Spending was not disclosed. The Battle Creek, Mich., company spent $10 million advertising the Special K cereal brand last January, according to Nielsen Monitor-Plus.