The land of stuff that didn’t make it out of the deck

For a new MILO Teens launch, we did a hothouse with teams from across the region. This was one of the many scripts I had to write during the hothouse. The concept was dropped. But I still love it because of how personal it is to me.

We clowned the try-hards.

Mocked those who wanted more.

We acted like we were too cool to care.

Like effort was beneath us.

But the truth is? 

It’s the try-hards who get things done.

They’re the ones who put in the effort.

The work others avoid.

The hours others skip.

Just to get to where they’re going.

Because nothing moves when everybody plays it cool.

Things only happen when someone cares enough to try.

So dare to try. To be seen trying. 

Again and again.

Be that “try-hard.”

And see if you’re made to finish.

For the launch of Cerelac Snacks, we wanted to tell the story from the baby's perspective instead of the mother's. I wrote this manifesto to try and capture that. The clients loved it, but the campaign was dropped due to budget cuts. You know how it goes.

You know what’s funny? Moms are funny.

I’m the one eating. She’s the one getting all worked up.

She tastes the food and says, “It’s perfect!”

Lady, you put pineapple on pizza and expect me to believe what you say?

She says, “Just one more bite,” then gives me three more.

Did she fail math? Or is she just a traitor?

She pretends the spoon is an airplane.

Mom, I don’t even know what an airplane is.

She hides veggies in my food like I won’t notice.

Nice try, but I wasn’t born yesterday. I was born 6 months ago!

When I spit things out, she acts like I just spit on her.

When I frown, she’s on the verge of a breakdown.

But honestly, mom, you need to chill out.

Because it’s not you, it’s me.

It’s not your parenting, not your cooking, not even the airplane noises.

My taste buds are just different from yours.

I’m supposed to like what I like, not what you like.

That’s why Cerelac is created with all the right flavors for me.

So you can do the parenting, and Cerelac can handle the taste.

It’s my buddy, made just for me and my taste buds.