Sturdy Danny McGee Looks Like Crap on HD TV

December 1st, 2006 by Patrick


So why has Kelloggs’ brought back a 20+ year old Raisin Bran ad (above) that was irritating even in appropriate cultural context? For those of you too young to have seen it in its original incarnation, and who haven’t caught it this time around, it concerns a cereal-obsessed lumberjack named “Sturdy Danny McGee” who takes a quick break from his clear-cutting to grab a bowl from the Raisin Bran wagon that drives around the forest (talk about a niche market). As stories go, it’s dull if a little homoerotic, but the accompanying faux-country rap will stay with you until you’re ready to let big Danny take a swing at your head with his axe just to bring some sweet relief. I would love to know why the ad was revived… nostalgia? camp? no marketing budget? mix-up at the agency? Or maybe because it will attract the attention of middle-aged bloggers…

Whatever the reason, the degraded quality of the footage gives it a real retro appeal. Apparently it was shot on 16mm film but on my tv at least it looks like Dannys’ feeding frenzy is going down in a tub of vaseline.

Still, it does recall a sense of youthful wonder and existential longing that I thought I’d lost. I…I…I think I’ll go pour myself a bowl, dammit.

BTW, I always thought it was “Dirty Danny McGee”. I guess “Sturdy” does make more sense.

UPDATE, Dec 20 2006: Kelloggs’ has put out some print ads crowing about the success of the nostalgia nuisance campaign, presumably to capitalize on the buzz generated by annoying a whole new generation. I have to admit that Sturdy Danny has attracted a whole lot of attention, but is any more Raisin Bran being sold as a result? Is the stuff being swept off the shelves by disoriented insomniac comsumers who’ve been kept awake all night by that horrible jingle? Let us know, Kelloggs - the ball is in your court.

Posted in Branding, TV, Advertising |

15 Responses to “Sturdy Danny McGee Looks Like Crap on HD TV”

  1. on 12 Dec 2006 at 11:33 pm   Andrew

    I had this song in my head since the local radio station started playing it every hour. I had to find it online and play it fifty times to knock it out of my head. So here I am. After reading the story above about the commerical I laughed for a full five minutes and im still whiping the tears away. Very funny.

  2. on 29 Dec 2006 at 3:48 am   Linds

    All I can say is this….

    WOW

  3. on 03 Jan 2007 at 4:28 am   jesse curtis

    thats my dad and hes very sick with cancer so im glad its back on

  4. on 04 Jan 2007 at 2:12 pm   JD

    That ad made me smile when I saw it again. I love how he beat the top of the tree to the ground after he cut it off.

    Jesse I’m so sorry to hear about your dad. God bless him.

  5. on 04 Jan 2007 at 3:01 pm   Patrick Metzger

    Jesse - sorry to hear about your dad. The ad is a real piece of Canadiana…

  6. on 06 Feb 2007 at 12:30 pm   Andrea

    Is there anywhere you can download this commercial as a mp3?

  7. on 07 Feb 2007 at 12:15 pm   Patrick

    Andrea - apparently not. I got this response from Kellogs’:

    “Thanks for sharing your views on our recent commercial. We appreciate hearing from consumers like yourself.

    Our goal is to provide consumers with wholesome, high-quality products and our advertising is designed to communicate this goal. We strive to develop informative and entertaining advertisements for all our products. The team that worked on developing this commercial is glad to hear the feedback.

    Regrettably this commercial cannot be downloaded, however here are the lyrics to the Kellogg’s* Two Scoops* Raisin Bran cereal jingle:

    “Sturdy Danny McGee was up his fifty-ninth tree, he said ‘I work as fast as I can,’ when he suddenly saw Two scoops of raisins in a package of Kellogg’s Raisin Bran!”
    “Well he rushed to the ground, ’cause ol’ Danny had found what’s important to a raisin fan, ‘only Kellogg’s puts two scoops of raisins with those nutritious flakes of Bran!”
    “so here comes Dan…”
    When he got to the truck, Danny sure was in luck he was one happy man. Only Kellogg’s puts two scoops of raisins in a package of Kellogg’s Raisin Bran?

    Again, thank you for taking the time to write. We hope this information will be helpful to you.”

    Someone else may have the song in digital format, but I haven’t come across it. But now that you’ve got the lyrics, you can record your own version…

  8. on 06 Mar 2007 at 3:02 pm   Connor

    i think danny mgee is a genius did he come out with the all bran and that stuff and i love that song its sick and i always sing it to make my brother mad and he always beats me up but i dont care that much and you guys should just record it yourself and put it on this site or something

  9. on 06 Mar 2007 at 4:16 pm   Connor

    is he crying? omg I think Danny is
    crying

  10. on 06 Mar 2007 at 9:51 pm   Patrick

    Connor, I think you’re the next Jack Kerouac.

  11. on 22 Apr 2007 at 1:02 am   James Lanbro

    Frick… all I want is the stinkin’ mp3! It’s the greatest song I’ve heard in a while… although I’m eating Cheerios right this second… alas.

  12. on 23 Apr 2007 at 7:52 pm   tyrspunk

    I hear this on 106.9 the bear all the time. It is one of the best, and catchiest commercials ever. I love stuff thats retro like that. I wish they would air it here in the us. Im less than 30min from canada though.

  13. on 08 May 2007 at 3:36 pm   unit1of2

    I made an Mp3 out of the original video, and cleaned it up a bit. Enjoy :)

    http://www.megaupload.com/?d=LJP7OW00

  14. on 08 May 2007 at 4:20 pm   Patrick

    that ought to make you a hero to many Canadians…

  15. on 16 May 2007 at 7:52 pm   Ben

    I Held My Microhone up to the speaker and played the commercial on youtube nad now i have the song if anyone wants it they can hvae it just give me your email im gonna go put it on my ipod :)

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