Advertising: Hero Baby and Fairy Tales

With Hero Baby Good Night, the end of the tale never comes.

Advertising Agency: Ignition K, Madrid, Spain
Creative Director: David Moure
Art Director: Manuel Martínez Soler
Copywriter: Victoria León García
Illustrator: Manuel Martínez Soler

Via Ads of the World.

Would you lose all respect for me if I admitted this one confused me? Old fairy tale characters selling baby food? Huh? So I did a search and was even more startled to see many articles accusing Hero Baby of poor sanitation and food standards. Ick. But then I found this blog about the campaign:

Good Night cereal with a print advertising campaign featuring fairy tales gone wrong. “With Hero Baby Good Night, the end of the tale never comes.” The Frog Prince sits waiting for his princess to come and kiss him, while Red Riding Hood grows up inside the wolf doing her knitting, while her grandmother dies waiting for the dashing woodsman to rescue them. Children dining on Good Night cereal don’t stay awake long enough to hear the happy endings of their bedside stories. The Good Night product is an easy-to-digest combination of 8 Cereals & Vegetables With Milk, designed for 6 month babies with follow on formula including Omega 3 and 6, prebiotics, 13 vitamins and 5 minerals.

Makes a little more sense, but doesn't sell baby food to me. Not at all. But I will give them credit for another interesting concept for LRRH. The Frog Prince no so much...