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Media Planning and Buying Media PR Stunts

Disruptive brand collab riffs off in clever Tube ad concept


By John McCarthy, Opinion editor

April 4, 2023 | 2 min read

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


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."

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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.

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