Super toast to the rhythm of dopamine: KYIVKHLIB launches its first music clip — bread advertisement

SUPER TOAST TO THE RHYTHM OF DOPAMINE: KYIVKHLIB LAUNCHES ITS FIRST MUSIC CLIP — BREAD ADVERTISEMENT

A large-scale advertising campaign for the SUPER TOAST product line has been released – “SuperBread! SuperHit! SUPER TOAST from KYIVKHLIB!”. The key idea of the campaign is to show that modern bread can be not only the basis of the daily diet, but also a source of inspiration, a driver of good mood and energy for every day.

The goal of the advertising campaign is to shape a new image of bread as a modern, stylish, and inspiring product. This approach will not only increase brand awareness of SUPER TOAST but also attract a younger audience that values creative and emotional formats. The core of the campaign’s creative concept is the idea of repositioning SUPER TOAST from a regular toast bread into a “dopamine” source of culinary inspiration and positive mood.

At the heart of the communication is a musical commercial in the format of a musical, which brings bread to the forefront and positions it as a symbol of a super mood for breakfasts, lunches, and light snacks—at home, in the office, and on the go.

Sunny morning, family, dancing, smiles, children, warmth and bustle of family cooking and even a pet - all these elements create an atmosphere of lightness, joy and ease, the epicenter of which is SUPER TOAST from KYIVKHLIB - a real hit in your "playlist".

A "dopamine" mood is exactly what should arise when watching our new commercial. And to achieve this effect, we mixed such elements as a dance rhythm, a simple melody, understandable text, a sunny location, many macro shots of delicious food, humor, sincere smiles and the involvement of the family in preparing breakfast together. Thanks to this, we managed to create a real 45-second "dopamine" hit. After watching it, everyone will be able to get a little positive in the difficult conditions of today. By the way, especially for this advertising campaign, the SUPER TOAST brand received an updated design and English name,” — says Dmytro Danylovych, CMO of KYIVKHLIB.

The advertising campaign "SuperBread! SuperHit! SUPER TOAST from KYIVKHLIB!", balancing at the intersection of music, cinema and gastronomy, is unique for Ukraine. After all, for the first time a national bread brand is launching a full-fledged music video, which is simultaneously an advertising video, entertainment content, and a selection of ready-made solutions for using the product.

Promotion channels:

• digital platforms and music services (YouTube, Instagram, Facebook, YouTube Music);

• radio advertising;

• outdoor advertising (OOH) in large cities;

• video advertising and posters in the Kyiv metro;

• interactive culinary challenges in social networks.

The following worked on the creation of the commercial:

• Creative, music, script, lyrics: Dmytro Danylovych | MACBrands Agency

• Production: UTC FILM

• Director: Volodymyr Veselov