The new Bran Flakes commercial has a distinctly religious look. It's pitched right in the hope and renewal business. It opens on a waking world - New Dawn - over what looks at first like one of those tall minaret towers but turns out to be a lighthouse. The sky is wonderful, pink and yellow like the best Victorian painters' redemptive skies. Then we get glorious dawn all over, across concrete canyons and cities on the hills. And a standard- issue male model with four days' growth to look at it all while the voiceover gets going: "Yesterday - forget about it. Today is a new day. Today you can start all over again. A day to look after your body and your heart."
It couldn't be more different from the old, "very tasty" Bran Flakes theme. The 1980s launch was a classic bit of compensatory advertising; mass markets hadn't liked All-Bran, the full-on fibre cereal, because it wasn't much fun. But the new hybrid - a combination of All-Bran and darling old Corn Flakes - answered the demand for something crisp and tolerable with some of those famous fibrous effects.
For years, perky family groups assured mothers that husbands and children could actually eat Bran Flakes. But now they're reverting to full-on hope and redemption - more in the mood of that original Kellogg of Battle Creek, Indiana, who believed that better digestive transit could save the world.
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