• USA Today via WTOPNews.com, Wednesday, January 17, 2007 11:15 AM

Some TV and radio ads from Kellogg are now real-time reminders to skip the candy bar in favor of more healthful snacks. The spots--set to run at prime snacking hours like midafternoon and late night--push messages, including, "It's 2:58 p.m. Right now, you're about to cheat on your diet with a big hunk of something chocolate."

A better choice is then suggested: the new Special K snack bar. "It's more engaging if we come at consumers in a live way," says John Condon, chief creative officer at Kellogg's ad agency, Leo Burnett. T

he agency created 30 TV ads, along with dozens of radio and Web spots playing on snack urges, while sister shop Starcom USA secured specific ad times in three markets: New York, Chicago and Los Angeles.

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