[Open on the outside of Newt the Gnu’s home. We see him peak through the curtain.] [cut inside and see various framed pictures of Newt. In the background we hear the old-timey voice of an announcer in a vintage Kellogg’s ad.]
OLD-TIMEY ANNOUNCER VO:
It all started with a tiger and a sparkling new flavour in a cereal. We called it “Kellogg’s Frosted Flakes” and we called the tiger “Tony” and put his picture on the package.
SUPER:
There are two sides to every success story.
[cut to a close up of the TV as it plays the old Frosted Flakes ad]
OLD-TIMEY ANNOUNCER VO:
You pour these great big flakes of corn, sparkling with Kellogg’s frosting.
ANNCR:
The year was 1952. Kellogg Canada and Leo Burnett Toronto started a relationship that is still going strong today. But not everyone sees the work they did together as a success.
OLD-TIMEY ANNOUNCER VO:
Try it and you’ll roar
TONY:
Gr-rrr-reat.
[cut to Newt’s one ad, framed on a wall.]
NEWT O/S:
This fellow you are gazing at is known as Newt the Gnu. He’s almost as unusual as what
Kellogg’s has for you.
[cut to Newt looking at the ad]
NEWT:
I mean, it’s fantastic.
[cut to Newt sitting on a couch in an interview style format.]
NEWT:
Well, my name is Newt the Gnu, and I was almost the face of Frosted Flakes.
SUPER:
Newt the Gnu
Kellogg’s Frosted Flakes mascot candidate, 1952
[cut to Newt’s Frosted Flakes box in a glass display case. We cut back to Newt.]
NEWT:
Seriously. Look it up.
[cut to the four potential Frosted Flakes mascots framed on a wall.]
ANNCR:
In the early days of Frosted Flakes, Newt was one of four mascot candidates who were tested
in market, only to lose out to the tiger who would become the household name Tony.
[cut back to Newt reading his one ad]
NEWT:
Now Newt is different from most Gnus because he blows his horn…
[cut to a closeup of Newt’s ad]
NEWT O/S:
…to herald the arrival of these Frosted Flakes of corn.
[cut back to Newt in his basement, blowing his horn]
SFX:
Newt’s horn.
[cut to a montage of Kellogg’s ads through time, showing Tony’s development as a mascot
from the 50s to the present day]
ANNCR:
Kellogg Canada and Leo Burnett would go on to build multiple iconic brands in a
rapidly changing world, again and again and again.
NEWT O/S:
Look at Tony, he’s definitely had some work done. Stands on two legs, lats like a professional
rower.
[cut to Newt in his basement. He turns, revealing an unfinished backside]
NEWT:
I don’t even have a back.
[cut to a dart board with a poster of Tony on it]
NEWT O/S:
Yeah, I went through a bit of a dark period.
SFX:
Newt crying
[Cut to Newt in a slate, showing his hooves like they’re hands]
NEWT O/S:
I started mascoting. For anyone.
[cut to Newt in front of a casting curtain. He’s blowing his horn.]
SFX:
Newt’s horn.
CASTING DIRECTOR:
No, no, no. No horn. No horn.
[cut to Newt in a used car dealership ad]
NEWT:
MO-O-ORE kilometers means LO-O-OWER prices.
[cut to Newt at a gas station selling tomatoes]
NEWT:
Tomatoes. Farm fresh Tomatoes…Ripe…Whatever.
[cut to Newt in his basement office again. He’s standing over a table with storyboards on it.]
NEWT:
Hey. Imagine if they’d gone with me. Look…
[Cut to a closeup of Newt’s storyboards.]
NEWT O/S:
…look at these. These are good right? Right?
[Cut back to Newt in his office]
NEWT:
Think of all the success they’d have had.
[Cut to old paraphernalia in Newt’s basement]
SUPER:
Here’s to a partnership that would make anyone jealous.
[cut to a reel of work from Leo Burnett and Kellogg’s Canada]
SUPER:
70 years
Kellogg’s x Leo Burnett
[cut to the house from the start and see the credits. As they roll, Newt rambles.]
NEWT O/S:
Are we cut? I feel like I got it, right? Yeah, it feels good to be back in front of the camera
again. Maybe I should give Tony a call, huh? No, he’d definitely remember me…his ol’ pal,
Newt the Gnu. Wouldn’t he?
