Post Shredded Wheat Celebrates Its Sameness

Post internal research has found that Americans are looking for messages that provide assurance and security. “There’s been a marked change in American values, with a greater desire for honesty, trustworthiness, and security during a time of economic and societal uncertainly,” said Kelley Peters, Director of Integrated Insights and Strategy for Post Foods.

Thankfully, the spot isn’t strangled by the strategy. In fact, the execution shares some qualities with Direct TV’s “Cable Corp.” campaign, which is a good thing. Post Shredded Wheat fictional CEO charmingly reminds us what “progress” has wrought–landfills, diminished resources, climate change. “That’s why progress plays no role in Post Shredded Wheat,” he deadpans. It seems, Americans also want some humor with their assurances.
The advertising campaign, developed by Ogilvy and commencing on April 19th, will encompass :60 and :30 television spots, newspaper, and magazine print and banner advertising that drive to a web site that houses a series of humorous webisodes on PalaceOfLight.com.
[MORE KNOWLEDGE] Lawyer and inventor Henry Drushel Perky first made Shredded Wheat in 1892 when he created a machine that shredded whole wheat. The machine consisted of a pair of rollers, one grooved and the other smooth, with a scraper attached. When a crank was turned, the rollers revolved against each other, shredding the wheat. The piles of shreds were then cut into biscuits and baked.

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative direction at Bonehook in Portland, Oregon.