The Brief: Communicate that Special K is packed with the things humans need.

Finding the right character and tone for our pitch delivery was crucial. Our guy needed to be likable and somewhere between ‘slick’ and ‘terrified’ as he navigated his way through convincing aliens not to kill us on behalf of the entire human race. It was extremely important for the voice to feel natural and nothing like a typical radio announcer.

We set out to communicate Special K’s nutritional benefits in an unexpected way. And we achieved just that with crafting a message to aliens through a vehicle known for reaching outer space (terrestrial radio) and reaching 52% of a market known for alien encounters (Roswell, New Mexico near Area 51).