A new campaign promoting healthy eating habits and persuading kids to eat more vegetables was launched in the U.K., taking quite an unusual approach to this mission.
In the spot by Adam & Eve/DDB, veggies are a horde of evil monsters who want to take over the world. Having such a premise for a spot aimed at kids might sound strange, but the result is charmingly upbeat and encouraging.
In a way, the ad even plays into the current culture of challenges that is popular among the youngsters, with its message that you have to “eat them to defeat them.”
In the spot, directed by Ninian Doff and produced by Pulse Films, kids take on the hero role, helping their parents to “keep the evil plants at bay” and preventing them from taking over the world.
The ad was created for ITV and the initiative Veg Power, which is backed by major U.K. supermarkets. In addition to collaborating on the development of the campaign, ITV has also dedicated two million pounds worth of airtime across its channels for an initial 12-week run. The TV ad will be supported by online, social, outdoor, cinema and print activity.
