Veggies Are Monsters You Must Eat to Defeat in This Fun Ad Urging Kids to Snack Healthy

It’s like Attack of the Killer Tomatoes—but this time, the whole salad joins the fight! That obscure movie reference leads us to a new campaign from ITV and Veg Power. Designed to entice British kids to eat more vegetables, the effort features a wonderfully overblown spot created by adam&eveDDB and Pulse Films’ director Ninian Doff. The 60-second clip takes the form of a horror film trailer, and opens with a dire warning: “They come from deep underground. Water makes them stronger. Sunlight fuels their power. And they will stop at nothing until they’ve taken over the world.” We’re not talking about zombies or prehistoric monsters. Still, a squadron of Brussels sprouts—united for the purpose of global domination and dive-bombing rush-hour traffic—is pretty horrifying in its own right. [kickout id="1"] Of course, the real war is against childhood obesity and diet-related diseases, with research finding that 96 percent of teenagers and 80 percent of primary-school kids in Britain don’t eat enough vegetables. Dubbed “Eat Them to Defeat Them,” this new campaign tries an empowerment approach, casting kids as the saviors of humanity. It’s certainly a fresh twist, and the spot’s ridiculously dramatic attack scenes are a real hoot. Though clearly played for laughs, the imagery is just edgy enough to leave its mark. (That ear of corn’s sinister grin is—wait for it—amaizing!) “Solving the nation’s health issues will take a wide range of actions and collaborations, and we are delighted to have the opportunity to play a small part in tackling them head on,” says Mat Goff, CEO of adam&eveDDB. Along with the spot, breaking tonight on ITV’s long-running Coronation Street, the initiative includes online, social, outdoor, cinema and print support. “Using advertising to encourage children to love veg is an incredibly important step towards transforming the nation’s health," says legendary creative executive John Hegarty, the “H” in ad shop BBH and a Veg Power advisor. "I hope this daring campaign will have real impact and will inspire others around the globe to use creative ideas to solve one of the greatest challenges we are facing in today’s world.” The push is funded by a coalition of supermarkets: Aldi, Asda, Co-op, Iceland, Lidl, Marks & Spencer, Morrison, Ocado, Sainsbury’s, Tesco and Waitrose, along with food brand Birds Eye. “Eat Them to Defeat Them” continues the trend of novel healthy eating campaigns. In 2017, viewers lapped up Plus’ “SuperSaus” push (for a sauce made of greens). More recently, Ore-Ida stooped to bribery, while Intermarché gave us something to grow on. CREDITS: Client: ITV & Veg Power Brand: Veg Power Project/Campaign name: Eat Them to Defeat Them Client: Dan Parker, CMO, Veg Power; Jo Ralling, Campaign Director, Veg Power Rufus Radcliffe, CMO, ITV; Clare Phillips, Director of Social Purpose, ITV; Lucy Pack, Marketing Manager, ITV Chief Creative Officer: Richard Brim Copywriter: Mark Lewis & Matt Fitch Art director: Matt Fitch & Mark Lewis Agency producer/s: Sally Pritchett Planner/s: Martin Beverley, Hugh De Winton, Sara Keegan Chief Executive Officer: Mat Goff Account Director/s: Mitch Lovich Account Executive/s: Clive Olamiju Project Manager: Alice Southam Marketing & PR Manager: Jessica Dunley Designer/Typographer: Danny Edwards Media agency: Goodstuff Production company: Pulse Films Executive Producer: Lucy Kelly Producer: Ellie Fry Director: Ninian Doff Production Manager: Ria Hanish Oakes Production Designer: Tim Gibson Cinematographer: Patrick Mellor Editing Company: Work Post Editor: Mark Edinoff Postproduction: nineteentwenty Post Producer: David Keegan VFX Supervisor: Ludo Fealy 2-D Artist : Robert Lilley, Nicole Palucsis 3-D Lead : Martin Blunden 3-D Artist : Mike Farrar, Josh Barlow Colourist: Kai Van Beers Music Supervisor: String & Tins Audio Postproduction: Adam Smyth @ String & Tins Soundtrack name and composer: Veg Power Trailer String & Tins, composers - Lukas Ledzki and Michal Smorawinski.

AdFreak

Veggies Are Monsters You Must Eat to Defeat in This Fun Ad Urging Kids to Snack Healthy

Adam&eveDDB shows a world in produce-plagued peril

David Gianatasio

About

Subscriptions

Events

Publications

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

David Gianatasio