This campaign for Kelloggs Sucrilhos has been getting a lot of positive comments, over at Ads of the World. The attempt is to convey that it’s OK if our kids aren’t over achieving super heroes – the important thing is to be healthy.
In contrast, we rarely see advertising that portrays kids as kids, warts and all in our advertising. There are stereotypes galore: super achievers who excel in everything, saccharine sweet cuties or brats with attitude. No grey areas. I understand that moms love it if their kids do well and this ‘aspiration thing’ in advertising but should it always be about topping the class, being the sports champ and being the achcha bachcha? Unfailingly so. These Kelloggs ads maybe meant for sophisticated markets but I am sure all mums would also empathize with the message that is implied. The universal benefit of health is implied wrapped in a message that ‘it’s OK if kids have some quirks or failings’.