Creating Visual Mnemonics: Quaker “Scales” and Propel “Drip”

Sometimes the answer seems obvious.  With Quaker’s Weight Control Oatmeal, the creative team understood how the battle with weight is always on your mind.  So they shot that.

This idea also worked for our launch of Propel Fitness water.  The special effect in this spot came from the endlessly inventive mind of Michel Gondry.  Ask me how he did this; it’s a great story.

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