Go-Gurt’s latest campaign features two curmudgeonly fourth graders who are fed up with just how easy life is for the third graders below them.
The tongue-in-cheek spots feature Tim & Charlie, two friends who spend their days reminiscing about the good old days when hoverboards didn’t exist yet and kids actually had to use their feet to get around. In one spot, the pair roll their eyes when they realize that gym class for third graders consists of “sitting around on mats,” aka yoga.
“What are they gonna work on tomorrow, blinking?!” one of them gripes. But what really grinds their gears is the fact that Go-Gurt has come out with easy-open packaging, meaning today’s kids will never know the struggle of trying to tear the top off of a Go-Gurt.
The campaign was created by San Francisco agency Erich & Kallman, which won project-based work for General Mills last year as part of the food giant’s creative review in the US. The spots starring Tim & Charlie will run across television, YouTube, Hulu, Amazon and social media, while the brand’s broader ‘Kids Never Had It So Easy’ campaign will run on platforms including Snapchat, Instagram, Facebook, YouTube, Pandora, and Scary Mommy.