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Company: Kellogg Co.
    View Company Scorecard / Contact Company
Brand: Rice Crispy Treats
Ad Title: Wig
Business Category: Packaged Foods
Media Outlets: Television
Country: United States
Region: North America
Agency: Leo Burnett Co.
Year: 2000
Target: Mainstream
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Theme(s)

Same-Sex Affection

Straight Left Out

Theme Breakdown

AdRespect Score: 
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In this over-the-top series of odd commercials aimed at teens, a man creates a Buffont-type "wig" out of Rice Crispy Treats to cover his bald head and goes to a dance.

With a British accent, he says, "Want to be the best looking man in the world? Try wearing new Double Chocolate Chunk Rice Crispies Treats."

To campy '70s soul music, he shows up at a dance, where a group of women gather around him -- until another fellow dressed all in white, with a white Rice Crispies wig on shows up. They rush over to him, but he shows no interest in the women.

The first man chimes in, "Oh no, is the world big enough for two love machines?"

Then the two --neither especially masculine -- wrap their arms around each other and begin dirty dancing together, complete with synchronized hip sways, as the women look on awkwardly stunned.

The tagline: "Best when eaten."

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Paul , Bayonne, NJ
Pretty damn suggestive, I love it!

Darus Walls , Milwaukee
Boy I bet this would bring out SEVERAL issues in the community -- not only the gay issue but the whole mixing of colors issue. Mmmm.

Kip , Dallas
The mixing of colors issue is not an issue anymore. I've seen plenty of black men holding hands with white women. I've seen it in the gay community as well; there's even organizations for that sort of thing. The ad is creative without being shocking, and it's well executed.

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