Challenge
 
Uncle Toby’s Oats wanted to make a shift from the generic, stereotypical breakfast spot. The goal – to connect with mums over a truth. The truth that kids believe they’re the first to discover new things.
 
Insight
 
Every mum watches their children grow up and discover new things. This fact becomes particularly interesting when the children are a bit older, and mum doesn’t have to parent anymore. The relationship becomes more of a friendship. This gives children license to share their new discoveries with mum, as if they’re the first to discover them.
 
Solution
 
Utilising a well known song from the Kinks, this television commercial uses music as its glue. Music connects mum and daughter, and music allows us to deliver the rational superfood message in a heart warming way.
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