Leo Burnett

Leo Burnett is a very successful advertising agency within the Publicis Groupe that is actually headquartered in my hometown, Chicago, Illinois. Something very unique about Leo Burnett is that he started up his own agency during the Great Depression. Although many predicted that his business would fail, he definitely prospered during this hard time. Some current as well as past clients of Leo Burnett include Marlboro, Allstate, Visa, Kelloggs, Gain, and General Motors. The following is a spot that was done by Leo Burnett's Chicago office for Kelloggs' Special K Cereal.


I think that this spot does a wonderful job of getting the brand's message across to consumers as well as promoting a healthy overall well-being. I thought that it was interesting how the stereotypical things that we hear women say daily in society were switched out by having a man say them. It seemed to me to put things in perspective. Men sound silly saying those things... so women most likely do too. It must just be that we have heard women say things over and over again like this to put themselves down, that is sadly has become something that we accept. Special K cereal is a healthy alternative to many other breakfast choices on the market, and I feel that this campaign definitely succeeded in letting consumers know that worry about their body is not everything in the world and that Special K is a great way to get necessary nutrients and be satisfied (without directly saying any of that). This commercial sort of reminds me of Ogilvy & Mather Toronto's Dove campaign, because of the way that they chose to approach the problem. However, it did not seem too much like this that it lost effectiveness.