The Drum Awards for Marketing - Extended Deadline

-d -h -min -sec

Media Planning and Buying Media PR Stunts

Disruptive brand collab riffs off in clever Tube ad concept

Author

By John McCarthy, Opinion Editor

April 4, 2023 | 3 min read

Cereal brand Surreal continues its unconventional marketing approach with a catchy collab.

ad

Disruptive brands riff off in clever subway ads

The brand, looking to disrupt the cereal space, partnered with like-minded businesses Numan, cheesegeek and Gymbox for a throwback to Daft Punk in an online mock-up ad.

Four simultaneous ads read ‘Harder, Feta, Faster, Stronger’ for those in the market for erection medication, online cheese, high-protein cereal, and an unconventional gym brand.

Surreal coyly told The Drum: "We can neither confirm nor deny whether it’s a real OOH campaign or simply a ten-minute photoshop job. Let’s just say you could travel Around The World and probably not see it. Unless you Get Lucky."

Meanwhile, partner brand Gymbox’s marketing director, Rory McEntee told The Drum: “It’s the quadruple collab no one asked for and several people tried to stop.

Surreal had recently signed up Dwayne Johnson (not that one) as a brand ambassador, building upon its efforts to take swipes at the leaders in the space.

Another time it offered consumers a chance to get on a billboard for a fiver. It has previously collaborated with Wild and Hanx.

Sign up to my Weekly Media Agency briefing here for a regular steer through the biggest questions facing the industry.

Media Planning and Buying Media PR Stunts

More from Media Planning and Buying

View all

Trending

Industry insights

View all
Add your own content +