Special K has joined the hashtagging "Dove-style" marketing revolution, showing women with wrinkles, saggy arms, fat bums, tiny boobs etcetera being unhappy with their bodies.

The voiceover tells us that "97% of women have an ‘I hate my body’ moment. Every. Single. Day. We believe that 100% of women have the power to change something more important than the size of their butts."

"We can change our perspective." the voiceover muses, as mirrors shatter. The rest of the ad is a celebration of gap teeth, kinky hair, freckles and jumping around. "Proudly own it," the voiceover declares, every imperfect inch.

And with this Special K has gone from proud of a slim body in red bathing suits to some sort of happiness fuel. With the amount of sugar that's in Special K it's not good eats no matter how they dress up their campaign. Having said that I love the stuff. If this campaign is successful in Canada, expect to see a similar message change in the United States since Canada often serves as a box brand test market.

Update: This ad was reported to the advertising watchdog in Australia for showing two women kissing. The watchdog dismissed the complaint.


One person complained to the Advertising Standards Board, arguing it is inappropriate to show two women kissing during “family viewing time”.

“The tone of the ad seemed okay where it encouraged women to have a positive outlook on life and stop being negative about their own appearance,” the person wrote.

“However, the ad was ruined where it showed two women kissing. I object to the kiss. Must we have the lesbian message shoved in our faces all the time. My 7-year-old boy doesn’t need that happening in his lounge room.”

However, Kellogg’s hit back at the claims, telling the advertising watchdog the ad is consistent with prevailing community standards.

“We contend that the scene is appropriate and in context given the purpose of the advertisement, celebrating and championing diversity, individuality, inner strength and confidence,” Kellogg’s said.

The company also noted the scene is incredibly short and the actors are fully clothed.

The Advertising Standards Board agreed with the cereal maker, ruling the ad was not gratuitous or inappropriate. Because of this, the advertising watchdog dismissed the complaint.

Tamara Howe, marketing director for Kellogg’s Australia, said in a statement to SmartCompany the company is very proud of the “OwnIt” campaign.

“We are pleased with the decision by the Advertising Standards Board confirming the OwnIt advertisement did not breach the code,” Howe said.

“Special K will continue to inspire women to ditch the doubt and own it.”

Client: Kellogg's

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Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.