“Kids Secretly Control a Fitness Class” — Ads We Didn’t Skip

Ad: “Kids Secretly Control a Fitness Class”— Mini-Wheats Canada

Agency:  Leo Burnett

Why? Not only did I not skip this the first time, I watch it every time it pops up. It’s wonderful to see the adults transform from a skeptical WTF to delighted play. And unlike so many that lose the plot when it comes to the kicker, this spot hangs together nicely. There’s no groaner, no letdown, no gratuitous CTA. The other in the campaign — Kids Secretly Control a Speed Dating Event — is equally sweet. I’ll even forgive them for “kidult.”

Find out more about the campaign.

Will I buy what they’re selling? The frosted ones, obvs.

– Lori (@lburwash)