'Weet-Bix — It's Complicated' aims to highlight just how busy, over-stimulated and demanding modern-day life has become. This is particularly with technology and devices playing an ever-increasingly bigger role in our lives.

"It's been said that we make up to 35 000 decisions a day — and it's exhausting," says Sarah Dexter, CEO MullenLowe South Africa. "That exhaustion has been exacerbated by external stresses such as the pandemic and political instability."

"So, we went back to the very intrinsics of the brand and used the fact that Weet-Bix consists of four simple ingredients as a counter to all the stress. It's such an obvious choice if you're looking for something tasty and simple for breakfast. Weet-Bix has endured for decades because it's simple, reliable and a really great breakfast," adds Dexter.

The TVC touches on the belief that we all possibly hanker afterlives that are simpler, with fewer choices, and it makes the assertion that 'more' is not always better. It suggests that simplifying life actually gives us more, touching on aspects such as family and friendships.

The 45-second TVC suggests that we're trapped up in a system that says having more of everything is better. That’s when the piece brings in Bokomo Weet-Bix, with the pay-off line, 'because simple is good'.

The film was directed by Kevin Fitzgerald of 7 Films, whose vision was to create a piece of work that visually represented the “crazy overwhelm” we feel in modern-day life.

“This film is about two halves — the complete chaos of our modern world, everything we chase and we know is not good for us, and the life that is so accessible that we love when we are in it," says Kirk Gainsford, chief creative officer at MullenLowe South Africa.

MullenLowe has a long-standing history with Weet-Bix, having represented and worked with the brand for 10 years. Gainsford believes this campaign has given MullenLowe the opportunity to produce a piece of work that has the ability to leverage the simplicity of the Weet-Bix brand and really make people think about what's important to them.

"It's amazing to me that it took lockdown and everything that is going on in the world for us to remember what joy there is in a simple life," he concludes. "I think we are all going to realise soon enough how important the simple life is."



For more information, visit www.southafrica.mullenlowe.com. You can also follow Mullen Lowe South Africa on Facebook, Twitter or on Instagram.