PinkNews Awards 2018: Kellogg’s wins Advertising Campaign of the Year

Kellogg’s has been awarded the Advertising Campaign of the Year award at the PinkNews Awards 2018.

The “My Perfect Bowl” campaign, made by Leo Burnett London, featured drag queens Vivienne Lynsey and Miss Blair making history by appearing in the adverts to talk about how they take their cereal.

Read more: The complete list of winners of the PinkNews Awards 2018

The organisation beat competition from Pride in London, Dublin Bus, Maltesers and Rowse Honey to take the honour at the PinkNews Awards, which took place on Wednesday (October 17) at Church House in central London.

The nominated adverts (Kelloggs, Maltesers, Dublin Bus, Rowse Honey, Pride in London)

Olivia Logue accepted the award from Lord Ian Duncan and Freddie Bentley and Sian Owen from Channel 4’s The Circle.

Logue said she was “very proud of Kellogg’s,” adding: “Yay!”

The Kellogg’s advert shows Vivienne, a RuPaul’s Drag Race UK Ambassador finalist in 2015, saying that she prefers to eat a bowl “at nighttime.”

Miss Blair agrees, saying she likes having cornflakes “around 1am” — but their opinions were ultimately secondary.

The drag queens’ appearances in the ad were welcomed (Kellogg’s)

The ad was praised for being moving and treating the featured drag queens as regular people who, like everyone, have opinions about food.

Among the nominees who missed out was Pride in London, whose advert showed a diverse series of LGBT+ people singing a chilling version of “Somewhere Over the Rainbow” as the struggles of being queer in 2018 were placed on full display.

Viewers see a gay man being beaten up, a girl being told by her mum that “it’s a phase” and a trans woman facing abuse on the street as the Wizard of Oz song plays.

“We’ve come a long way, but there’s still a way to go” (pride in london)

Though it finishes with a hopeful message — “We’ve come a long way, but there’s still a way to go” — the arresting images of LGBT+ struggles linger long after the ad ends.

Dublin Bus earned its nomination with a viral ad which featured a rainbow-coloured bus full of “Proud Dads” surprising their children to take them to the city’s Pride parade.

Michael came out to his dad as trans eight months before the ad (dublinbusnews/facebook)

Their kids’ reaction moved viewers, with Michael — who came out as transgender eight months before — tearing up when his dad walks up and says: “Hiya Michael! Let’s go to Pride, son.”

Another nominee was Maltesers’ hilarious advert showing four women discussing dating — until one suggests that she’s being discriminated against.

The Maltesers ad featured a discussion about dating (Maltesers/youtube)

“Is it because you’re a lesbian?” one asks, jokingly, to which the main character says no, eventually revealing: “I’m an accountant.”

The last nominee, Rowse Honey, was responsible for “The Three Bears,” a modern update to Goldilocks and the Three Bears which played on the double meaning of ‘bears’ to show three gay men living together.

The three bears make porridge (rowse honey)

In their idyllic wooden lodge, the bears make porridge, ride bikes, do yoga and discuss The Great British Bake Off across three ads.

Last year, the award was given to Skittles for its “Giving back the rainbow” campaign, which saw the company release its sweets in black-and-white packets because “during Pride, only one rainbow matters.”

Last year’s winner (Skittles)

Former Prime Minister Tony Blair, Labour Party leader Jeremy Corbyn and Lib Dem leader Vince Cable were present at the event at central London’s Church House, along with Celebrity Big Brother winner Shane Jenek aka Courtney Act, singer and PinkNews Award nominee Will Young and BBC broadcaster Victoria Derbyshire, among other stars.

Attendees saw awards handed out to the best campaigner, third sector organisation and politician of the year, as well as a Lifetime Achievement award.

The PinkNews Awards is supported by Lloyds Banking Group.

• Nov 29 2023

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