Special K ‘How to feed your humans’

The challenge was simple: show that Special K is packed with the things humans need.

To bring the idea to life, finding the right character and tone was crucial. Our guy needed to be likable and land somewhere between ‘slick’ and ‘terrified’ as he attempted to convince aliens not to wipe out the entire human race. Just as importantly, the voice had to feel natural—nothing like a typical radio announcer.

The result was a campaign that delivered Special K’s nutritional message in a completely unexpected way. By broadcasting a plea to aliens via terrestrial radio, we managed to reach 52% of the market most associated with extraterrestrial encounters: Roswell, New Mexico, near Area 51.