TBWA\C\D Lets Mr. Sun Shine In

CHICAGO Omnicom Group’s TBWA\Chiat\Day showcases the sun in a new $25 million campaign breaking tomorrow for Sara Lee’s Jimmy Dean breakfast products.

Five new television spots from the Playa del Rey, Calif., agency depict a man in a sun costume talking to his family about how Jimmy Dean helps him in his life and work. In one spot, the character is shown making breakfast for his daughter. After she says that Mommy does things differently, the sun explains that he used a Jimmy Dean product to help because he “has to be at work early to light and heat the Earth.”

Other spots show him debating whether it’s going to be partly cloudy or “mostly me” and rushing to make it to work by sunrise.

“What we love about the sun is that he is the ultimate breakfast lover, and we applaud Sara Lee for being brave enough in the packaged foods category to run a disruptive campaign,” Rob Schwartz, executive creative director at TBWA\C\D. “The other big idea here is the tagline ‘happy breakfast.’ In addition to being a charming close to all the marketing communications, it is also our attempt to own breakfast.”

“In a society that is increasingly on the go, it’s not uncommon to forget breakfast, the most important meal of the day,” said Jim Ruehlmann, vice president of Jimmy Dean, in a statement. “This campaign reinforces Jimmy Dean’s long-standing values of taste, quality and flavor while also shining attention on our convenient and delicious microwaveable food items.”

Sara Lee is expected to spend $25 million on the effort, according to a representative of the Chicago-based company.