{"id":20054,"date":"2019-03-16T13:20:00","date_gmt":"2019-03-16T17:20:00","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/?p=20054"},"modified":"2026-09-18T13:22:20","modified_gmt":"2026-09-18T17:22:20","slug":"gregg-victor-talks-how-characters-fulfilled-his-four-biggest-commercial-dreams","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/gregg-victor-talks-how-characters-fulfilled-his-four-biggest-commercial-dreams\/20054\/","title":{"rendered":"Gregg Victor Talks How Characters Fulfilled His Four Biggest Commercial Dreams"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">By Heather Taylor<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">There were four types of commercials that Gregg Victor always wanted to create featuring brand mascots in the advertising space. He wanted to make a cereal commercial that took place during nighttime, create an original character, give an iconic character the chance to cry, and do something, anything, involving Godzilla.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Even though nobody thought he would, the long-time creative director was able to fulfill all of his commercial dreams. Little did he know that their stars would include <a href=\"https:\/\/popicon.life\/what-its-like-to-animate-a-lucky-the-leprechaun-commercial\/\" target=\"_blank\" rel=\"noreferrer noopener\">Lucky the Leprechaun<\/a>, Major EZ, and <a href=\"https:\/\/popicon.life\/throwback-buzzbee-honey-nut-cheerios\/\" target=\"_blank\" rel=\"noreferrer noopener\">BuzzBee<\/a>!<\/p>\n\n\n\n<h3 id=\"h-the-school-of-visual-arts-where-it-all-began\" class=\"wp-block-heading\"><strong>The School Of Visual Arts \u2014 Where It All Began<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Victor, who grew up in Queens, New York, attended the School of Visual Arts (SVA) in Manhattan. His goal was to become a comic book illustrator.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">During his last year at SVA, Victor enrolled in the same illustration and advertising classes as one of his friends. One friend encouraged Victor to switch over to the film school in animation. Victor quickly discovered in his advertising classes that you could do animation in that medium, too. As graduation approached, businesses came to SVA to recruit students with assignments. These assignments, if taken seriously and completed by students, could lead to potential job offers. Ad agency Saatchi &amp; Saatchi gave SVA students an assignment and out of the 703 people that did it, Victor got the job.<\/p>\n\n\n<p><iframe loading=\"lazy\" title=\"Pterodactyl Head\" src=\"https:\/\/player.vimeo.com\/video\/127984875?dnt=1&amp;app_id=122963\" width=\"960\" height=\"540\" frameborder=\"0\" allow=\"autoplay; fullscreen; picture-in-picture; clipboard-write; encrypted-media; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\"><\/iframe><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cI was hired into advertising before I graduated from college,\u201d Victor says, \u201cWhile everyone else was doing their portfolios, I was working at an office by the Chrysler Building!\u201d<\/p>\n\n\n\n<h3 id=\"h-getting-started-at-saatchi-amp-saatchi\" class=\"wp-block-heading\"><strong>Getting Started At Saatchi &amp; Saatchi<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Victor started out as an illustrator at Saatchi &amp; Saatchi. Over the years, he quickly worked his way up the career ladder. Victor went from illustrator to writing scripts and storyboards and later became an art director and creative director. He also worked at some of the most fabled ad agencies in the world, including Leo Burnett and DDB New York.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">What about those four legendary campaigns he brought to life? I got the chance to chat with Victor, who is currently creative director at Burns Group, about how his four dream commercials came together \u2014 and some other fun spots starring characters!<\/p>\n\n\n\n<h3 id=\"h-green-tree-lucky-charms\" class=\"wp-block-heading\"><strong>\u201cGreen Tree\u201d | Lucky Charms<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Victor was able to fulfill two of his commercial dreams with the help of Lucky the Leprechaun. The first was shooting a commercial for Lucky Charms that went from day to night with the star marshmallow. Lucky is so taken back by the beauty of the stars and constellations in the night sky that the kids catch up with him and his cereal because of it.<\/p>\n\n\n<p><iframe loading=\"lazy\" title=\"luckycharms_test\" src=\"https:\/\/player.vimeo.com\/video\/128694611?dnt=1&amp;app_id=122963\" width=\"608\" height=\"480\" frameborder=\"0\" allow=\"autoplay; fullscreen; picture-in-picture; clipboard-write; encrypted-media; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\"><\/iframe><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"http:\/\/www.greggvictor.com\/lucky-charms\" target=\"_blank\" rel=\"noreferrer noopener\">\u201cGreen Tree\u201d<\/a> was a much more serious commercial. The early \u201890s 60-second spot opens with Lucky skipping along to hide his Lucky Charms in the forest from the kids. Suddenly, Lucky, and the kids, stop in their tracks. The forest has been destroyed. It only has tree stumps and confused animals looking to find a new home.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2019\/03\/gregg_victor_lucky_charms.png\" alt=\"gregg_victor_lucky_charms\" class=\"wp-image-10277\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cOh no. People have cut down all me trees and forgot to plant new ones.\u201d Lucky tearfully says, as he sits down on a tree stump. \u201cNow there\u2019s no place for me to hide me Lucky Charms.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Lucky wipes a tear from his eye. The kids get a little closer, but with no intent on taking his cereal. They suggest Lucky make more trees using his magic, but Lucky is quick to point out that he only has \u201cmarshmallow magic.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This sparks Lucky\u2019s \u2018Eureka!\u2019 moment. Why, it\u2019s the kids that have the magic! They can help Lucky out by planting trees \u2014 baby trees \u2014 and to help them remember, Lucky uses his magic to include marshmallow trees in every box of Lucky Charms. The commercial wraps with a mention that with two proofs of purchase, you can receive a free baby tree.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2019\/03\/gregg_victor_lucky_charms_2.png\" alt=\"gregg_victor_lucky_charms_2\" class=\"wp-image-10278\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">There was nothing about this spot that Victor says he didn\u2019t have to fight \u201ctooth and nail\u201d for. Victor fought for the length to be 60 seconds long to ensure a smooth transition to the real cereal box and tree featured at the end. He fought for the inclusion of a thunderclap once Lucky gets to the edge of the forest where there are no trees to signify something was wrong. He fought for Lucky\u2019s tears, the first time a cereal mascot openly wept on camera. Victor fought for the spot until he had tears in his own eyes.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cThis is Lucky\u2019s entire habitat.\u201d Victor points out, \u201cThe forest is gone, which is the horrible part. But, it\u2019s not about the character. It\u2019s about the magic that the kids have in planting trees. Even 30 years ago, every kid I knew was concerned about the environment and wanted to help save the rainforests and the world.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Uli Meyer, supervising animator for the \u201890s hit <em>Space Jam<\/em>, directed \u201cGreen Tree.\u201d The Lucky Charms commercial was a hit with audiences; especially kids. Cereal sales soared, and over 6 million trees were planted across the country.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2019\/03\/gregg_victor_cocoa_puffs_1.png\" alt=\"gregg_victor_cocoa_puffs_1\" class=\"wp-image-10275\"\/><\/figure>\n\n\n\n<h3 id=\"h-return-to-hushville-cocoa-puffs\" class=\"wp-block-heading\"><strong>\u201cReturn To Hushville\u201d | Cocoa Puffs<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">During Victor\u2019s time at Saatchi &amp; Saatchi, the ad agency had the General Mills account. One of the first accounts he worked on was Cocoa Puffs featuring mascot Sonny the Cuckoo Bird.<\/p>\n\n\n<p><iframe loading=\"lazy\" title=\"Cocoa Puffs -  Hushville (Part 1 and 2)\" width=\"1240\" height=\"930\" src=\"https:\/\/www.youtube.com\/embed\/O2Izh2NPDzU?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Victor questioned what else the character could do aside from go crazy for his own cereal. \u201cIf we\u2019re always talking about how crunchy Cocoa Puffs is, why not have him eat a cereal in a quiet place?\u201d This question led to the creation of the <a href=\"http:\/\/www.greggvictor.com\/cocoa-puffs\" target=\"_blank\" rel=\"noreferrer noopener\">kingdom of Hushville<\/a>, where King Shush outlawed loud sounds.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2019\/03\/gregg_victor_cocoa_puffs_2.png\" alt=\"gregg_victor_cocoa_puffs_2\" class=\"wp-image-10276\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">The two-part episode featured Sonny entering the kingdom and making the grave mistake of biting into crunchy Cocoa Puffs. The crunch is so loud, he is immediately sent to jail in the cliffhanger first episode. In its sequel, Sonny must convince King Shush that the taste of Cocoa Puffs is worth the loud noise (and freeing him out of jail, too). As it turns out, King Shush loves the cereal but has kept the city quiet for so long because he is embarrassed by his own silly voice. Cocoa Puffs, and Sonny, are embraced by Hushville hereafter.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Shush was an original Victor design, and also voiced by Victor himself who based the voice off of actor and comedian Ed Wynn.<\/p>\n\n\n\n<h3 id=\"h-major-ez-pop-tarts\" class=\"wp-block-heading\"><strong>\u201cMajor EZ\u201d | Pop-Tarts<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">King Shush from Cocoa Puffs was an original Victor design, but Pop-Tarts\u2019 Major EZ was a character originally <em>created<\/em> and designed by Victor.<\/p>\n\n\n<p><iframe loading=\"lazy\" title=\"EZ Duz It\" src=\"https:\/\/player.vimeo.com\/video\/128219169?dnt=1&amp;app_id=122963\" width=\"606\" height=\"480\" frameborder=\"0\" allow=\"autoplay; fullscreen; picture-in-picture; clipboard-write; encrypted-media; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\"><\/iframe><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The look for Major EZ was inspired by the popular \u201890s animated series <em>The Tick<\/em> and used a super stylized animation style. A young teenager (inspired by Shaggy from <em>Scooby-Doo<\/em>) bemoans his breakfast dilemma. With a fridge full of bacon, eggs, and bagels begging him to cook them, the teen says it\u2019s too much work. Can\u2019t it just be easy to make breakfast?<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2019\/03\/gregg_victor_major_ez.png\" alt=\"gregg_victor_major_ez\" class=\"wp-image-10279\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Major EZ bursts into the room. He declares that \u201ceasy\u201d is the magic word, and exchanges quick banter with the kid (overlapping dialogue that Victor says is \u201calmost impossible\u201d to do in advertising). Major EZ banishes the complicated breakfast items and pulls out the Pop-Tarts, pastries that take all of two minutes to toast and eat. It\u2019s \u201cbreakfast the EZ way\u201d \u2014 and it boosted sales for Pop-Tarts by 12%, four times what Kellogg\u2019s had hoped for.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2019\/03\/gregg_victor_pebbles_2.png\" alt=\"gregg_victor_pebbles_2\" class=\"wp-image-10280\"\/><\/figure>\n\n\n\n<h3 id=\"h-bedrock-slabs-post-pebbles-cereal\" class=\"wp-block-heading\"><strong>\u201cBedrock sLabs\u201d | Post Pebbles Cereal<\/strong><\/h3>\n\n\n<p><iframe loading=\"lazy\" title=\"Bedrock Labs\" src=\"https:\/\/player.vimeo.com\/video\/127971894?dnt=1&amp;app_id=122963\" width=\"960\" height=\"540\" frameborder=\"0\" allow=\"autoplay; fullscreen; picture-in-picture; clipboard-write; encrypted-media; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\"><\/iframe><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Does this Post Pebbles cereal commercial look unique to you? That\u2019s because it\u2019s the first stop-motion Pebbles spot ever made in 2012 from Victor at Burns Group.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2019\/03\/gregg_victor_pebbles_3.png\" alt=\"gregg_victor_pebbles_3\" class=\"wp-image-10281\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">The inspiration behind the stop-motion animation spot starring Fred Flintstone and Barney Rubble came from animation used in <a href=\"http:\/\/www.rankinbass.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Rankin\/Bass Productions<\/a>. \u201c[Rankin\/Bass] is insanely charming and made by hand.\u201d Victor says, \u201cLook at the world of <em>The Flintstones<\/em>! It\u2019s all made by hand, so it makes sense to use a medium made by hand.\u201d<\/p>\n\n\n\n<h3 id=\"h-godzilla-honey-nut-cheerios\" class=\"wp-block-heading\"><strong>\u201cGodzilla\u201d | Honey Nut Cheerios<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Who\u2019s the biggest, toughest guy you can think of that can\u2019t be tempted by the taste of honey and nuts? Only one name came to mind while Victor was at Saatchi &amp; Saatchi: Godzilla!<\/p>\n\n\n<p><iframe loading=\"lazy\" title=\"Greggs_Reel\" src=\"https:\/\/player.vimeo.com\/video\/128697862?dnt=1&amp;app_id=122963\" width=\"606\" height=\"464\" frameborder=\"0\" allow=\"autoplay; fullscreen; picture-in-picture; clipboard-write; encrypted-media; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\"><\/iframe><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Unlike Cocoa Puffs\u2019 Sonny, the character of BuzzBee always tempted people to try his cereal. Could BuzzBee tempt the hungry tummy of such a massive monster with <a href=\"http:\/\/www.greggvictor.com\/honey-nut-cheerios\" target=\"_blank\" rel=\"noreferrer noopener\">Honey Nut Cheerios<\/a>? There was only one way to find out!<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Victor, a big fan of the movies from <a href=\"http:\/\/www.tohostudio.jp\/en\/top.html\" target=\"_blank\" rel=\"noreferrer noopener\">Toho Studios<\/a>, began quickly working on a campaign starring Godzilla. Saatchi producers talked to Toho Studios about picking out shots from one or two of their movies to use in the Cheerios spot. (Tough to narrow down since Victor had initially started with four different movies!)<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2019\/03\/gregg_victor_cheerios_2.png\" alt=\"gregg_victor_cheerios_2\" class=\"wp-image-10273\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Victor looks back at the Godzilla commercial with great pride. The storyboard was essentially the final product and required no revisions of any kind. \u201cIt looked like I had traced the television set.\u201d<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2019\/03\/gregg_victor_cheerios.png\" alt=\"gregg_victor_cheerios\" class=\"wp-image-10272\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Drawing BuzzBee was also carefully done. The bee\u2019s size was up against Godzilla and had to be \u2018this big\u2019 in relation to the monster (oh, and the cereal bowl) in order to see him. There were also subtitles included, all of which flew out of Godzilla\u2019s mouth to emphasize his delight in the cereal.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2019\/03\/gregg_victor_cheerios_3.png\" alt=\"gregg_victor_cheerios_3\" class=\"wp-image-10274\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cThe bigger they are, the harder they fall for Honey Nut Cheerios!\u201d BuzzBee happily notes at the end of the spot.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cI can say with absolute assuredly that the Godzilla and Honey Nut Cheerios spot was the only spot in my entire career where nobody said anything negative about it at all. No revisions needed. It just flew through!\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong><em>Learn about Gregg\u2019s portfolio and work with him at <a href=\"http:\/\/www.greggvictor.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">GreggVictor.com<\/a><\/em><\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>By Heather Taylor There were four types of commercials that Gregg Victor always wanted to create featuring brand mascots in the advertising space. He wanted to make a cereal commercial [&hellip;]<\/p>\n","protected":false},"author":26,"featured_media":20055,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[15],"topics":[2],"class_list":["post-20054","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-popicon","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.5 (Yoast SEO v28.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Gregg Victor Talks How Characters Fulfilled His Four Biggest Commercial Dreams | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/gregg-victor-talks-how-characters-fulfilled-his-four-biggest-commercial-dreams\/20054\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Gregg Victor Talks How Characters Fulfilled His Four Biggest Commercial Dreams\" \/>\n<meta property=\"og:description\" content=\"By Heather Taylor There were four types of commercials that Gregg Victor always wanted to create featuring brand mascots in the advertising space. 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