Actor Terry Crews is suiting up in a bee costume as part of the “Big Honey” campaign for Honeycomb cereal.
In three spots, developed with agency OstrichCo., Crews gives pep talks to tweens and teens to encourage them to have confidence to tackle their challenges, including asking someone to the school dance.
The national campaign will appear via paid, owned and shared channels as well as TV and digital ads in 6- and 15-second video and static formats for YouTube, Instagram, Snapchat and Boomerang.
In the U.S., the new TV spots will run on networks popular with tweens and teens, including the Discovery Family Channel, Nickelodeon and the Cartoon Network.
Honeycomb will also feature Crews as the “Big Honey” character in a series of short videos and still shots across Honeycomb’s social channels.