Ad of the Day: Kellogg’s cockerel returns in £12m campaign and he’s larger than life
Leo Burnett chose to bring the beloved mascot, a staple since 1958, back to the forefront as the centerpiece of a new masterbrand identity.
Building on its 117-year brand history, Kellogg’s has revealed a bold new visual identity for its cereal portfolio, hoping to spur excitement about its breakfast offerings.
At the heart of this new push is Cornelius the Cockerel, Kellogg’s beloved mascot since the mid-fifties. The animal has been reimagined for the ad ‘See You in the Morning,’ which celebrates the brand’s legacy.
The star of the spot has been brought to life as a fully developed 3D character by the award-winning animation studio Framestore, known for hits like Paddington and Harry Potter.
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The film opens with Cornelius confidently strutting through city streets to the hip-hop classic Jayou by Jurassic 5. As he moves through vibrant morning scenes - from family breakfasts to people jogging – the cockerel captivates onlookers. The ad culminates with Cornelius leaping onto a rooftop.
The new Cornelius will feature across more of Kellogg’s cereals as part of a 360 full-funnel campaign for the Masterbrand. It will be supported by a £12m investment in the UK across TV, digital, social, outdoor, retail and in-store.
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Credits
Advertising agency: Leo Burnett
Campaign title: See You In The Morning
Client: Kellanova
Advertising agency: Leo Burnett
Chief creative officer: Mark Elwood
Creative director: Marcus Aitman
Senior creative: Joe Miller
Design lead: Miriam Menendez
Motion design lead: Carmen Perez Jimenez
Designer: Karolina Alvekrans
Director of social and communications planning: Jen Leung
Planning partner: Amelia Redding
Senior planner: Roxy Windisch
Managing partner: Charlotte Coughlan
Senior account director: Tegwen Tucker
Account manager: Bryan Osango
Account executive: Sonia Kodasse
Project director: Laura Wilkin
Agency producer: Sam Smith
Agency producer: Lou Pegg
Production company: MJZ
Director: Matthijs van Heijningen Jr.
Producer: Donald Taylor
Production manager: Spike Elwood
Edit house: WhiteHouse
Editor: Russel Icke
Edit assistant: Thomas Sheriff
Sound: Steve Perski @ Harbor
Visual effects house: Framestore
Executive creative director: William Bartlett
2D supervisor: Jonni Isaacs
CG supervisor: Joel Savage
Animation supervisor: Rocky Vanoost
Executive producer: Alexia Paterson
Line producer: Robyn Borrageiro
Production coordinator: Rachel Knight
Production assistant: Jamie Scott
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Colorist: Jean-Clément Soret
Supporting colorist: Matthieu Toullet
Executive producer: Ellora Soret
Assistants: Santino Napolitano, Karl Pasamonte, Jack Kennedy
Editorial
Flame artist: Aadel Matoorianpour
Head of editorial: Humberto Reynaga
Visual effects editor: Andrew Fineberg
Visual effects shoot supervisors: Enrik Pavdeja, Joel Savage
Character asset team
Concept artist: Sam Rowan
Asset generalist: Bruno Reis Coimbra
Asset generalist: Billy Butler
Head of groom: Gabriela Ruch Salmeron
Groom TD: Clara Simoné
Rigging TD: Nathan Clark
Asset team: Khaled Sabry, Florian Rigollet
Animation team: Adam Bailey, Alfonso Sicilia, Benjamin Lane, Bharat Gour, Camille Garlaschi, Ed Sherwood, Christopher Hutchinson
Creature visual effects TDs: Jack Hubbard, Saabir Pinkney, Steve Page
Lighting team: Joel Savage, Johannes Sambs, Martin Blunden, Michael Lyle, Robert Connor
FX artist: Ehsan Parizi
Compositors: Amelia Braekke-Carroll, Benjamin Lilley, Jonni Isaacs, Pedram Aghakhani, Sian Drury, Matthew Thomas
Digital matte painters:
Senior digital matte painter: Harry Wormald
Layout team: GowriShankar Gopinathan, Anna Ventre, Oliver Cordwell
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Pitch team
New business creative coordinator: Romena Vasanthanayagam
New business manager: Lorraine Fearon
Senior concept artist: Nikola Yordanov
Brand commerce agency: LESHOP
Creative director: Ash Bibby
Chief creative officer: Gabriela Lungu
Main art director: Holley Wilkes
Main copywriter: Mark Kirwan
Art director: Cressida Eatson-Lloyd
Copywriter: John Warwick
Design: Adriano Fidalgo, Charles Tomlinson, Damion Seddon
Motion design: Babajide Amusu, Sonya Hau
Senior project manager: Helen White
Chief strategy officer: Mark Jenkins
Business director: Sarah Marshall
Account director: Charlie McArthur
Chief executive officer: Amanda Farmer
Media agency: Carat
Planning partner: Aaron Fletcher
Communications planner: Amelia Green
Market planning manager: Noemi Alovisi
Market planning manager: Michael Chan
Public relations: Taylor Herring
Managing director and chief operating officer: Peter Mountstevens
Executive creative director: Lora Martyr
Senior account director: Alice Trost
Senior account manager: Emily McKay