Being a bit thick about these things, it’s taken me a couple of years to realise this is the latest version of Heineken Refreshes/I Bet He Drinks Carling Black Label/Withabix campaign.
But the interesting thing there is that we’ve now had three classics and one good-but-too-young-to-call-it-a-classic campaigns out of essentially the same idea: ingest our product and be improved to the nth degree.
I guess if you strip that back even further – our product will improve you -it’s probably the strategy behind loads more brilliant campaigns (The Economist for one).
Proving that there’s no such thing as a pot calling bird in the glass houses.
(By the way, also in this list would be Berocca, as this hamster ad is kind of a moving extension of that press ad they did a couple of years ago where the hamster and the research professor swapped places. Ten seconds searching on t’internet failed to dig it up, but it got in D&AD a couple of years ago.)