Mumbai based Studio Eeksaurus has delivered 3D animated ‘Chocolaty Fun’ commercial for Kellogg’s Chocos breakfast cereal for kids. The TVC has been commissioned by JWT Advertising agency, Mumbai.
Built around the world of gaming, the new Chocos TVC includes real life acting and 3D animation. The TVC opens with the boy playing video game. He gets disappointed when he loses the game. And then comes the Coco monkey (the brand mascot of Kellogg’s Chocos) who challenges the kid for another exciting game. The very next instance the kid and Coco monkey are teleported into the video game itself where they pass various levels of the challenges and obstacles in order to collect milk and the Chocos to cross the first level. Once they do that and are about to reach the next complex level of gaming, the kid is lured by the delicious mix of milk and Chocos in a gigantic bowl and abandons the game to return from the virtual to his real world where he is seen happily savoring his favorite Kellogg’s Chocos.
Speaking to AnimationXpress.com Nilima Eriyat, Producer Studio Eeksaurus Productions Pvt. Ltd. shared, “The initial brief by the agency was on 2 routes. One was a Bollywood song centric idea and the other was this gaming concept, both popular with young kids of today. We were asked to make animatics of both the concepts with Suresh’s inputs as the director, which the agency and client would do link tests (user research) for. The script that came out as a winner from these tests was to be produced as the final TV advert. It was the gaming concept that came through as the winning concept, which was a nice surprise because we had felt it was the most interesting concept of the two”.
The TVC is directed by, E. Suresh and it took around 5o days, right from conceptualization to execution and completion of this commercial.
Elaborating on the look of the TVC Nilima shares “Kelloggs have created a lot of TVCs on the Bollywood theme in the past. For all those of you who recall their ads, there is a distinct bollywood song as the hook of every Kellogg’s film and the concept is worked around it. So it was a good change to deviate from the usual formula and produce this game concept as the new Ad. We proposed to the client that this cannot be at a superficial level, we will actually have to design a real game for the believability of the ad and that’s exactly what we did. Like a real video game, we came up with a concept for the flow, levels of complexity, the environment and accessory designs and of course the final look and feel which had to be very distinct from the real world.”
Recently Studio Eeksaurus completed two TVC’s, one for JWT Delhi, and one for BBH Mumbai, both being a mix of live action and animation. Besides that there is lot of in-house content getting developed at Studio Eeksaurus
“We believe that every fantastic project is a massive team effort- no matter how small or big- because each bit adds up to realize the final grand picture. It is indeed very rewarding to know today that the client has taken our proposed concept forward and are developing a real video game from the film which can be downloaded from the Kelloggs website for kids to play. We feel all the thought and effort behind a good design is worth it, because good design lives on.” Concluded Nilima