The 1960s/1970s - Sugar Smacks

"Kellogg's Sugar Smacks are Smashing!"

Following the appearance of Thunderbirds and Captain Scarlet on boxes of Kellogg's Sugar Smacks and in television advertisements to promote the product, it was a logical assumption that Joe 90 would follow its illustrious predecessors.

There were two versions of the TV advert - a standard version, and a "badges" version to tie in with the free Joe 90 badges giveaway.

The adverts featured stock effects footage from The Most Special Agent, but included specially shot puppet footage featuring Joe and Sam Loover, directed by Ken Turner. A cut-to-length version of the opening title music was used, and original voice artists Len Jones and Keith Alexander reprised their roles.

"Joe 90 to Sam Loover.
Mission successful.
Am returning to base."

"Will you have some
Kellogg's Sugar Smacks
ready for me, Sam?"

Sugar Smacks advert screengrab

"Sure thing Joe,
you've earned them!

You're one of us now,
and the entire World
Intelligence Network...

Sugar Smacks advert screengrab

... relies on Sugar Smacks
for breakfast.

It isn't just that
we like them,

Sugar Smacks advert screengrab

those honey sweet
puffs of wheat give
W.I.N. agents the
energy they need.
Right Joe?"

"Right Sam.
Kellogg's Sugar Smacks
are smashing!"

Sugar Smacks advert screengrab

The production team saved money on optical effects by using the same "time elapse zoom" at the end of the advert as the one on the "badges" version. Look closely at the first frame of the optical, and you'll see Joe is wearing a set of the badges. In the previous frame, he isn't. The teacup on the breakfast table has also changed position, to disguise the fact that the miniature Sugar Smacks box is missing the small "Free W.I.N. Badges" panel from the front. Click here to see a QuickTime movie of the standard advert in a pop-up window, and here to see a QuickTime movie of the "badges" version.

For a time, free badges were given away - one in every pack. There were six to collect: Joe McClaine, Joe 90, Sam Loover, Professor McClaine, Joe's W.I.N. badge, and the Joe 90 "symbol".