Australian Screen

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Kellogg’s Cornflakes: Tell Me a Story (c.1943)

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The '30-second breakfast'

This clip chosen to be G

Clip description

A daughter’s voice (Janice Reid) pleads with her mother (Queenie Ashton) to tell her a story about a lady kangaroo. Her mother obliges with a story which is accompanied by cartoons of Lady Kangaroo and her family. The difficulty of cooking breakfast and cleaning up after a large family every morning is solved when the ‘lady’ (or kangaroo) next door offers her the ‘30 second breakfast’ – Kellogg’s Cornflakes. Lady Kangaroo’s children love Kellogg’s Cornflakes and it gives them lots of energy.

The second part of the ad is in live action, where the benefits of Kellogg’s Cornflakes are demonstrated and narrated by a male voice-over. According to him, Kellogg’s Cornflakes provides the energy to: ‘play four sets of strenuous tennis’, ‘swim 750 yards at top speed’ and even ‘serve behind the counter for three and a half hours’.

The final sequence concludes with the daughter holding a box of Kellogg’s Cornflakes while the male voice-over commands: ‘always say Kellogg’s before you say corn flakes’.

Curator’s notes

Creating an identifiable brand is something which all commercial products aspire to, especially in the world of advertising. The Kellogg’s brand has been around for over 100 years and its red scripted logo fills the shelves in supermarket breakfast cereal aisles. The final announcement to ‘always say Kellogg’s before you say Cornflakes’ has now become part of the public’s association of corn flakes with the Kellogg’s brand.

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