Quaker creates hilarious "Intestine-man" campaign

Oats brand Quaker has taken a new turn with its latest brand campaign.The 130 year-old brand has been associating itself with heart health since its major brand campaign two years ago by BBDO.Under its new partnership with UTH Creative, the company has created a hilarious new mascot, "Intestine-man", in a new brand and product initiative to promote some major benefits of its flagship product Quaker hot cereal.Running until February, the campaign leads with a 30 sec TV commercial on mainstream TV channels and outdoor TV, complemented with OOH and digital.https://vimeo.com/115938080In the 30 sec spot, a healthy male model dressed like an athlete has been chosen to act as an “Intestine man”, playing different gymnastic activities in the commercial to represent intestine movements. He is accompanied by the main actress who is consuming Quaker’s hot cereal for breakfast at the start of her day."We wanted consumers to be able to visualise one of the major benefits of Quaker's hot cereal, which with its high dietary fiber helps stimulate intestinal movement even when you are stationary. So we created an 'intestinal-man' who is dressed like a healthy athlete with strong association to the Quaker brand." said Charles Wong, creative director at Uth Creative.The campaign, which will run until Feburary, will be accompanied with OOH and print executions as well.Credits:Client: Quaker Oats CompanyProduct: Quaker Hot CerealCreative agency: Uth Creative Group LimitedCreative team: Charles Wong, Benny Yau, Ahho YipAccount management team: Desmond So, Winnie Yuen, Jim LeungDirector: Anagama FilmsMedia agency: OMD