Monster Mascot's Cereal Tastes Grow Up

He's still a sweetie, though, in spots for Alpen U.K.

“I’ve been in the cereal mascot game for 30 years. Flakes. Loops. Loopy Flakes. Flaky Loops. I’ve done them all.”

So says a bespectacled, bathrobe-clad, brand-boosting beastie in Mother’s cute commercials for Alpen in the U.K.

Dude’s kicking back these days, presumably retired in a groovy hilltop pad. And all he really wants “is a nice bowl of muesli. Delicious, balanced, well-rounded, grown-up.”

Still, he’s a monster. So we can’t expect table manners to be top of mind:

The work backs Alpen’s quest to “revitalize the muesli category.” Bully for them, we all need goals. Goofing on the type of woolly whatsis that typically shills for sugary breakfast fare feels like a fine strategy.

“The idea came from a deep and abiding love of classic cereal advertising. Which is something our target audience of over 45s should be very familiar with, and hopefully they’ll love to see it updated in this way,” agency creative director Richard Tahmasebi tells Muse.

Mindseye’s director Eros V checks all the self-aware, satirical boxes.

In the :30 above, our shaggy star is debonair, barely fits through his own doors and hangs cherished mementos (from “Space Loops” and other faux cereal campaigns) on the wall.