Pitching a Product, Without Showing It

Reminiscent of the Dove “Campaign for Real Beauty” introduced in 2004 that featured curvy women, the new Special K ads also star women who are “not an idealized and unattainable image of perfection,” as marketing materials from Kellogg put it.

“In the past, we had cast women more in terms of their success at the end, but the object of these spots is just to get women to declare their vision,” said Mylene Pollock, a senior vice president and creative director at Leo Burnett who worked on the campaign.

New York Times