You might have seen these teaser ads on buses and taxicabs in cities around the country. It's part of a new campaign from Quaker Oats, which has kicked off a promotion to highlight all of its whole-grain oat products. (The effort began with a smoothie and hot-oatmeal giveaway this morning in Times Square.) The campaign, which kicks into high gear next week, is the first work from new lead agency Goodby, Silverstein & Partners, which nabbed the account from Element 79 last October.
As for the guy in the ads, he's Jetpack Man, and yes, Quaker Oats does believe that the humble little oat can fuel you through your day. (Hence, the two rocket-like oatmeal fuel canisters on his back.) After all, it's not just an oat, it's a "super grain that powers your day and helps you do amazing things," as Quaker Oats CMO Annie Young-Scrivner says. For every UPC code entered on its Web site, Quaker Oats will donate 10 products to hunger-fighting organization Share Our Strength. Which makes for one very powerful oat indeed.
—Posted by Elaine Wong