Real Life YouTube Fails Inspire Alpen's Latest U.K. Campaign

An Unconventional Approach for a Breakfast Campaign

By Alexandra Jardine. Published on May 10, 2016

Editor's Pick

Breakfast brands are always trying to emphasise how they make a great, healthy start to your day. But what if that amazing start was followed by a crashing failure? Alpen's new U.K. campaign has fun with that idea.

For two new ads, the creative team at BBH London found genuine YouTube "fails" then imagined the great start to the day that preceeded them. According to the agency careful casting and wardrobe were used to get actors looking as close to the real people in the YouTube clips as possible.

Liz Murphy at Nice Shirt Films directed the two ads, each of which start with an idyllic breakfast scene, set to the soundtrack of the Monkee's "Daydream Believer," as families get ready for their day eating bowls of Alpen. It's all upbeat and happy as, in the ad seen here, a Mom is off to fly a kite with her family, and in anotherad, a man gets ready for a day playing cricket. If this was a conventional breakfast cereal ad, it would probably all continue to go well. In these scenarios...well let's just say that if you're a fan of candid camera videos, you'll laugh.

The aim of the campaign is to make the brand's breakfast cereals, including muesli and granola, relevant to a new generation. Alpen, owned by Weetabix, is still the category leader in the U.K. but faces competition from newer brands, so the brief was to reinvigorate it with a fresh idea.

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May 10, 2016
BBH London
BBH Writer:
Martha Riley
BBH Creative Director:
Carl Broadhurst
BBH Strategy Director:
Rowenna Prest
BBH Business Lead:
Sian Cook
BBH Account Executive:
Nathan Coffey
BBH Account Director:
James Rice
BBH Producer:
Ally Mee
BBH Producer:
Ronae Rayson
Production Company:
Nice Shirt Films
Liz Murphy
Luke Goodrum
Director of Photography:
Justin Brown
Post Production:
Jon Hollis
Post Production Company:
Raised by Wolves
Mark Burnett @Whitehouse
Sam Ashwell @ 750MPH

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