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Kellogg Special K: Rickard

Six new spots for Special K feature real women who are “not an idealized and unattainable image of perfection,” talking about what “victory” in their weight loss plans mean to them. One says it would mean hearing the words, “Have you lost weight?” Another woman asserts that she’d like her daughter to know that “mommy feels confident.” Each spot ends with an invitation to women to “take the Special K Challenge.”

Advertising Agency: Leo Burnett, Chicago, USA
Executive Creative Director: Mylene Pollock
Senior Producer: Tony Wallace
Creative Director: Becca Hasskamp
Art Directors: Katy Walker, Pippa White
Copywriter: Dominic Lee
Production: Story, Chicago
Executive Producers: Mark Androw, Cliff Grant
Director: John Komnenich
Producer: Rick Rosemeyer
Head of production: Mary Langenfeld