Bring out the Best of Breakfast in Joyful Kellogg's Spot

Acclaimed 2AM directors, Richard Laxton and Mike Matthews combined forces to form a directing powerhouse in creating Kellogg’s latest bright and uplifting pan-European Multibrand campaign, ‘Better Days Are Built On Breakfast’.

The films celebrate breakfast moments, and the taste appeal of the brand’s core cereals, through Leo Burnett London.

Bringing together Richard’s award-winning performance direction and Mike’s food beauty prowess the films will air across Europe in 2023 showcasing nine different brands according to the local market.

Check out the spot here. (Geoblocked for USA)

Both Mike and Richard thoroughly enjoyed working together on the project, always collaborating closely from day one and throughout the shoot with both in attendance to ensure seamless integration between the more macro food world and the performance scenes.

Mike had this to say about the process, “Directing can be a solitary old business so to be partnered with someone who not only shares an equal admiration for Victoria Wood and tea, but is also rather fabulous at what they do for a living AND had me in stitches throughout the shoot, was an absolute joy. I can’t wait for our next joint adventure. Dick and Mick are ready to take on the world.”

The feeling was clearly mutual with Richard adding, “The co pilot of co pilots Mike Matthews was definitely the fruit to my Fibre and I hope I was the nut to his crunch”