Young & Rubicam has transferred the Honey Monster from Newcastle
United to Manchester United for its latest Sugar Puffs ad.
In the new spot - filmed at the Stadio delle Alpi in Turin - the Honey
Monster plays a key role in a match between United and a top Italian
The drama begins as Peter Schmeichel, United’s goalkeeper, tackles the
Italian striker, Ravioli, conceding a penalty and injuring himself at
the same time.
The Honey Monster steps in, pulls on a goalkeeper’s shirt while refusing
Schmeichel’s offer of a pair of gloves, and goes on to save the day -
and the penalty - with a spectacular diving ’scorpion kick’, reminiscent
of the one performed at Wembley by the Colombian goalkeeper,
Manchester United team members rush to congratulate the Honey Monster
but he is more interested in eating a bowl of Sugar Puffs.
Schmeichel, whose leg is now in plaster, sees his team mate tucking in
and asks, ’Hey, where’s mine?’ The Honey Monster throws him a box of
Sugar Puffs, but Schmeichel fumbles and spills the cereal as the Honey
Monster laughs: ’You’re dropped.’
The spot finishes with the Honey Monster and Schmeichel pictured
together on the front of the Italian sports newspaper, Gazetta dello
Sport, with the headline: ’Mama Mia Monster!’
Mark Williams at Tony Kaye Films directed the 30-second spot, which will
break during Coronation Street on Sunday. It was written by Paul Catmur
and art directed by Anita Davis. Media buying is through MediaVest.
In two previous Sugar Puffs spots, Y&R portrayed the Honey Monster
playing for Newcastle and acting alongside the team’s then manager,
The Honey Monster has also starred in commercials with the boy-band,
Y&R handles all Quaker cereal brands, including Hot Oat Crunch and Quick
This article was first published on Campaign