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Cereal brand Jordans has launched a new campaign that champions the brand's unapologetic and rebellious spirit.
Helmed by creative agency Havas London, the latest initiative includes a 20-second hero spot that takes viewers to the Jordans HQ, where its Country Crisp and new Popped Oat Crunch offerings are made.
The spot also introduces the brand's new tagline "Bursting with Bite," which is voiced in the spot by English actor and musician Phil Daniels.
"Since 1972, Jordans has been challenging the status quo in the cereal market. We wanted that energy and our rebellious and pioneering spirit to shine through in our latest campaign. With the help of Havas London, it does just that," Jordans Dorset Ryvita Head of Brand Craig Turner shared in a statement.
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Meanwhile, Havas London's Chief Creative Officer Vicki Maguire said that when you think of Jordans, "Punks don’t tend to spring to mind" — until now.
"We’re channelling Jordans’ rebellious spirit in our latest campaign, and making’ em the original punks of the cereal category," she added.
Overall, this latest effort of the brand and agency cements Jordan's status as a leader in the cereal market, having been the first in the U.K. to develop a natural, golden cluster Granola.
It's a great display of Jordans' unique brand identity, continuously innovating while staying true to its roots as a heritage cereal brand.
It also highlights the vital role creative agencies like Havas play in crafting campaigns that truly resonate with target audiences, effectively amplifying a brand's unique messaging and market presence.
Crunch! Crunch! Crunch!
Directed by Push Films' Martians, the short spot transports viewers from the farms and into Jordans HQ.
Here, we see "punks" bopping their heads to loud beats blasting from a wall of speakers.
The camera then pans to a conveyor belt of strawberries going through the freezing process, before they're poured onto cereal boxes alongside the crisps.
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Operating the machines are the punks, who crank up levers, hold cartoon-like freeze guns, and breathe fire under a gigantic pot of granola.
"We start with nature, then bake it bold and crunchy," the narrator says.
To end the spot, a cow bursts through a tower of Jordans cereal boxes, before Daniels says the new tagline: "Bursting with bite."
Previously, Havas worked with Asda to launch a holiday campaign bringing gnomes to life.
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