Uncle Tobys Oats campaign brings back iconic 80s advert in new campaign via McCann Sydney
McCann Sydney has launched a new campaign for Uncle Tobys Oats, which taps into the brand’s rich heritage. The campaign is set to launch this Sunday 24 February with a 15 second TVC.
The campaign features a modern twist on the Uncle Tobys Oats quick oats launch in the late 80s, by tapping into memories of a favourite ad which celebrated Aussies’ love of humour and the Scottish roots of oats – and quickly worked its way into the Aussie vernacular.
Today, Uncle Tobys Oats breaks new ground again for people seeking an on-the-go breakfast that does not compromise taste or nutrition, with the launch of Breakfast Bakes. The ad
modernises the iconic 80s line to “It’s how you BAKE porridge” in a humorous and relatable interaction between father and son.
The delicious new Breakfast Bakes range contains the same amount of oats as a bowl of porridge* and provides a great source of whole grain and fibre.
A PR and social media campaign featuring a host of recognisable
Aussies will continue the narrative around the new baked credentials, supported by mass sampling.
Says Michelle Katz, head of marketing, Cereal Partners Worldwide – Oceania: “We’re extremely proud of our new Breakfast Bakes, which give Aussies the goodness of oats on the go. This new campaign reminds people why Uncle Tobys Oats is Australia’s favourite brand of oats and brings back the nostalgia of an ad everyone loved.”
Creative Agency – McCann
Jerker Fagerstrom – ECD
Chris Stewart – Senior Art Director
Cameron Brown – Senior Copywriter
Colin Tuohy – National Head of Broadcast
Erin Porich – Head of Account Management
Alice Littleboy – Account Director
Thomas Low – Senior Account Manager
Production – Guilty Content
Jason Byrne – Executive Producer
Tony Rogers – Director
Germain McMicking – DOP
Media – U.M
Matt Furlong – Group Strategy Director
Marni Crutchley – Sydney Connections Design Director
Ashleigh Vogel – Senior Connections Designer
Catherine Frazi – Partnerships Manager
PR and Social – FORWARD Agency
Fergus Kibble – Managing Director
Stuart Henshall – Senior Account Manager
Elle Reid – Senior Account Executive
Giovanna Ingegneri – Senior Account Coordinator
20 Comments
McCanns going back to the 80s.
Anyone spot the irony?
If I’d presented an idea like that at McCanns in the 80’s they would have looked blankly at me and gone ‘Eh?”
WTF did I just watch? Who are we targeting? Why is the creative based around an outdated ‘in’ joke?
Two actors in that spot:
One would have been <5 years old when the original ad aired, the other not born.
Who exactly are they speaking to here? Legit confused.
The original was on an aspiring director’s showreel in the 80’s. Don’t think I ever saw it on TV.
…so the reference would be incomprehensible to the modern public.
Canny understand me, it’s an ad
If you can remember being at McCan’t in the ’80’s, you weren’t there.
Well the new leadership at McCann really are making a visible difference. Visible like a shit stain.
So much hating. It made me chuckle.
Does anyone know the name of the actors?
The worst Scottish accents I’ve heard. Always wonder why casting agencies do not use people with the accent that is intended rather than sounding daft.
Discriminatory bordering on racist, with some of the worst attempts at Scottish accents I have heard. Would this agency make fun of Asian or other accents? I think not. Advert should be withdrawn and a truly amusing and engaging one made instead. Whoever is responsible for this should be ashamed. Isn’t there an Advertising Standards Agency in Australia and New Zealand? Awful.
Next time use genuine Scottish speaking actors
Remember “ it’s nae porridge “
The accents used were atrocious
Brinng back John Cleese and his commentary concerning “ Those awfully nice chaps at Sony “
And get rid of the phony in the red wig and the hideous accent
Marks out of ten ?
Minus 8
Geez peeps, relax a little? All my friends remember the as from the 80’s and we all got a flashback when we saw the new one! I think the campaign works perfectly.
There is no shortage of actors with genuine Scottish accents. These two mske me cringe.
Absolutely, 80s Kid. As works for me, and I’ve shown my children the original – and they love both. It’s not the accents we laugh at, it’s the on-point snippet of a father-son relarionship. The offense people take to the trivial honesty makes me despair. Brently out.
don,t you people know you can be racist f you are any other colour but white.
Great Scott! Apparently some Scottish people don’t even recognise the accent of other Scotts. Both actors were Scottish. Also it seems some Scott’s like to have a whinge: https://ms.adstandards.com.au/cases/0069-19.pdf
Lighten up people, it’s not like they were shooting Scottish people in the street.