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21-NOV-2025 | Puffed Wheat’s “Doing as little as possible” Ad

Author

Dan Bogachek
November 21, 2025

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Puffed Wheat’s “Doing as little as possible” Ad

We earn our living by doing as little as possible.

We’ve got fixed ideas about the way Puffed Wheat should taste.

We’ll do anything to preserve the natural flavour of the original wheat grain.

Even if it means doing virtually nothing.

(Which it does.)

We simply take the grains of wheat and shoot them from guns.

Nothing more. No cooking, no coating, no cutting.

When the shooting’s over, the grains are puffed up to eight times their normal size.

They’re crisp and toasty. So light, they’ll float on milk.

We haven’t harmed the wonderful wheaty flavour, though.

That would really go against the grain. 🏁

  • “This makes no sense” hook. Create the confusion, then explain it away.

  • Whenever you see “we”, it’s usually linked to a core “why” or mission. “We’re all about the flavour.” We identify with mission on an almost subconscious level.

  • Complete ideas > complete sentences.

  • Tactical parenthetical sentence! (Borrowed from VW.)

  • Punny punchline never fails.