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Saatchi & Saatchi for Fiber One


Little Minx's Nico Veiga turns on the melodrama

Saatchi & Saatchi for Fiber One

Little Minx starts its independence from RSA off right with a great creative campaign from Saatchi & Saatchi.  Director Nico Veiga of Nico & Martin turns up the melodrama on hunger with two hilarious new spots for Fiber One. 

In each of the two :30 spots, “Barry” and “Barbara,” and their respective :25 and :15 versions, we follow several characters that share a namesake dealing with their hunger-stricken woes. Viewers get exaggerated glimpses into their diet-ruled days; unsatisfied by bland health food, ostracized for their food choices, and tortured by the temptation to give into unhealthy sweets.  The over-the-top scenes are tracked to the romantic power ballad “Total Eclipse of the Heart,” re-imagined with lyrics that address the characters and their tragic snacking situation directly.  Both spots culminate in the triumphant discovery of sensible Fiber One bars, as emotions of bliss and relief wash over the many faces of Barry and Barbara.


Nico Veiga brings a deft comedic voice to Saatchi & Saatchi’s concept, driving in the hyperbole with slow-motion shots and physical comedy delivered with spot-on casting. From the song’s familiar piano intro onward, the Little Minx director serves up some deliciously witty advertising. 



Client:    General Mills
Brand:    Fiber One Bars/Brownies
Titles:    “Turn Around Barbara”, “Turn Around Barry”

Agency:    Saatchi & Saatchi
Chief Creative Officer:  Con Williamson
Creative Director: Peter Smith           
Creative Director:  Johnnie Ingram 
Art Director:    Katherine Kuni                                   
Copywriter:    Chris Stevenson
Head of Broadcast Production:  John Doris
Senior Producer:  Nicole Gabrielle Ogborn
Music Producer:  Eric Korte
Business Manager:  Christina Mattson


Production Company:  Little Minx, Los Angeles, CA
Director:  Nico Perez Veiga of Nico & Martin
Director of Photography:  Nanu Segal
President/Senior Executive Producer:  Rhea Scott 
Executive Producer:  Rania Hattar
Line Producer:  Deb Tietjen 

Editing House:  Rock, Paper, Scissors, NYC
Editor:    Carlos Arias
Assistant Editor:  Maria Lee
Flame Artist:  Edward Reina
Producer:  Helena Lee
Executive Producer:  Eve Kornblum

Graphics:  King & Country, Los Angeles, CA


Music:  Butter Music & Sound
Executive Producer:  Ian Jeffreys
Associate Producer:  Annick Mayer
Creative Director/Composer:  Andrew Sherman

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Saatchi & Saatchi London, Thu, 15 Aug 2013 14:19:51 GMT