Bringing Get Up & Go to the Breakfast Table
Evidently not even oatmeal is free from the need to spend millions on advertising. At least for Quaker Oats, who fall under the Pepsi Co umbrella, those millions are being spent cleverly (in my humble opinion anyway). I’m not sure if this is the case in your city, even though there’s no doubt this is a national campaign, but in the last 2 to 3 weeks the popular oatmeal brand has rolled out an extensive new ad campaign championing humans and their get up and go here in their native Chicago, IL. Created by Goodby, Silverstein & Partners, the campaign channels Quaker’s long held message of being the perfect breakfast fuel. The campaign centers around the tagline “Go Humans Go” and their sleek, minimal imagery shows everything from the Quaker Oats man telepathically communicating “go humans go” via his iconic grin to suit & tie clad business men embarking upon their day with rocket propelled Quaker oats canisters.
While some have apparently over thought the campaign, criticizing it for implications that the Quaker Oats man is not human in his cheering on of our sub-species or that the slogan is a tongue in cheek copywriting joke, referencing oats digestive qualities, I personally think this campaign is a testament to clever, aesthetically pleasing, and effective advertising. The presentation is clear and concise, the visuals are clean and eye catching, the campaign (whether in a positive or negative light) is obviously buzz worthy, and the message is as on point as any ad man or boardroom exec could ever ask for. While it may not have successfully woo’ed me away from my breakfast of choice (everything bagel with brie) it has yet again reinforced my fascination with advertising and its ability to communicate.
- Joshua P. Ferguson