General Mills Fruit Ripples Snacks: Fish tank

Finally something you can say yes to.
Real apple. Real crunchy. Real yummy.

Agency: Saatchi & Saatchi, New York
Art Director: Danielle Thornton
Copywriter: Josh Schildkraut
Executive Creative Director: Tony Granger
Creative Directors: Jan Jacobs, Leo Premutico, Ann Hayden
Art Buyer: Melissa Brzeski
Illustrator: Adrian Johnson


Rog's picture
6092 pencils

My kids are teenagers, and this made me giggle.
Bang on!
Tell me there are tvcs of this... please.

>>>> That's not an ad. THIS is an ad.

philippertl's picture
656 pencils

Super nice illustration! Great!

jurgenthegerman's picture
8 pencils

The whole campaign idea feels very tired and familiar. It is beautifully art directed, but this doesn't compensate for the strategy, which is a very first thought. A great product with a sound selling point, it deserves better. It might pick up something for craft, but certainly not for idea.

philippertl's picture
656 pencils

I don't agree. This reminds me very much of myself as a kid, especially the 'wing' ad. And it's a simple but very effective idea and works perfect on the target group. Those situations reflect parents's life in a funny and refreshing way.

the_ashlands's picture
1394 pencils

obviously somebody is a little jealous here...

Saltsea's picture
321 pencils

I agree with the comment. Sorry but this is 1st thinking, too simple.

harry's picture
8 pencils

since when is simple a bad thing...isn't that what we strive for?

Jet Propulsion Lab's picture
Jet Propulsion Lab
10681 pencils

"jurgen..." makes a good argument.

Although I wouldn't go so far as to say "feels very tired", the whole strategy is in the familiar territory. It does strike a chord with the target audience, nonetheless. And I don't know since when "first thoughts" are a no-no, but this campaign doesn't have any real scratch to it other than the great looking illustration (I gotta say I like each little "trouble-making" scenario, though.) Strip away all the frills, and you have a simple but banal product message any children's health-snack brand can stake a claim to.

As much as I like these ads, I do not expect to see them on the awards show circuit.

ARCHIVE will most definitely pick them up for the "look", of course. We all know THAT.

Besha's picture
297 pencils

Agree!!!! This is great! Right on target.

Dick Huges's picture
Dick Huges
937 pencils

I wonder how cool would that be with pictures instead of illustration.

klaussnow's picture
1675 pencils

can't beat the illustrations here for consensus

... its already been done...

simone's picture
187 pencils


Laurent's picture
289 pencils

makes me proud to work at saatchi's

the_ashlands's picture
1394 pencils

is that why your accepting job offers?

Log in or register to post comments