• by Karlene Lukovitz  @KLmarketdaily, July 31, 2012

Honey Nut Cheerios has tapped comedian Andy Richter for a video that spoofs its own current TV ad.

In that ad, the relentlessly friendly and upbeat brand character Buzz flies from city to city with the news that Honey Nut is America’s favorite cereal (as in best-selling cereal, per Nielsen data for the 52 weeks ending Feb. 25, 2012).

In the FunnyorDie.com-hosted video, “Scared of Bees,” Richter plays a guy named Paul who’s thrilled to learn that he’s won a year’s worth of Honey Nut Cheerios, but terrified that Buzz -- that is, a person in a Buzz suit -- has shown up on his doorstep along with human brand reps. (Paul has a “feeling” that he’s allergic to bees, although he’s never been stung.) 

The scenario grows increasingly over-the-top as Richter’s character fails to understand the bee costume concept (“You mean you made some kind of sick bee-human hybrid? No wonder it’s so huge”), attacks a brand rep with a can of insect spray, and tells Buzz to “go back to the hell-hive you were spawned from.” But all ends well when Paul digs out and dons full beekeeper protective regalia -- an outfit that he’s “really been wanting to wear” -- so that he can accept the prize.

Both the video and the TV ad tie into Buzz’s summer “Tour Across America,” in which Buzz is visiting tourist destinations and local haunts to give out free samples of the cereal. The spokesbee is chronicling his experiences and photos through Twitter (@HNCBuzz). Fans can also follow the tour at a dedicated area on the brand’s site, Buzz Central.

These efforts also mark a shift toward Buzz-oriented creative, as compared to recent creative such as the TV ad in which a waitress is shown delivering Honey Nut Cheerios to both those who ordered “delicious” cereal and those who ordered cereal with cholesterol-lowering benefits.

The message that the cereal delivers both benefits “has resonated with our consumers” in previous ads, the brand’s associate director of marketing, Scott Lee, tells Marketing Daily. 

“With our new campaign, Buzz takes on a more central role in delivering this message, while spreading the news that Honey Nut Cheerios is now America’s favorite cereal,” Lee adds. “As part of his mission, Buzz will journey out into the real world to take on and convert even the most extreme pessimists. This ‘Funny or Die’ video is another way we are able to showcase some of the adventures that Buzz encounters while on his mission.”