It’s good to be a child

In our country we have a famous saying which adults are usually pronouncing in a slightly envious way – “It’s good to be a child!” (word for word translation: ”It’s good to be little”). Why is it so? Because only the little ones can start their morning free from worries. They can play as much as they want. Their parents are there and tasty breakfast is ready, and their favorite Milk Slice will be given at the end of it. Really, really good.
IT’S GOOD TO BE A CHILD*!
(BECAUSE YOU CAN PLAY AS MUCH AS YOU WANT AND WHEN YOU’LL GET A MILK SLICE)
IDEA
*Хорошо быть маленьким!

We continue our famous ”animal story” that Russian viewers adore. But, instead of birds and hedgehogs, we are focusing on a relationship between milky-white kitten and a child. Simultaneously we draw the attention to the children’s morning play (and away from sleepiness). Both kids (kitten and a child) are playing first thing in the morning and get their breakfast together – milk for a kitten and a healthy brealfast with the Milk Slice for a kid.
We also adding very important moment – mom and dad are participating in consumption of a product. Child lovingly watches how his parents interact with each other and with his favorite product.
OLV

1-2
Milky-white kitten adorably sleeps in the bed. Camera goes from kitten to a sleeping child in the same position
It’s good to be a child (to be little)!
Хорошо быть маленьким!
3
Little ones are waking up – they are yawning and stretching
To wake up…
Проснуться…
4
Child looks up and sees his (or her) mother. Child smiles and jumps into parent’s hug!
To smile…
Улыбнуться…
5
Child and a kitten starts to play while still in bed
And to start playing immediately!
…и сразу играть!

5
Together child and a kitten are heading towards the kitchen
And not forget to…
И не забыть…
7
Parents and child sit at the table. Mom gives Milk Slice to a child.
…how to make morning even better!
…как сделать утро ещё лучше!
6
Dad puts a saucer of milk in front of the kitten, while Mom takes a Milk Slice out of the fridge.
…get breakfast! And Mom knows…
…позавтракать! А мама знает…

8
Child snack on Milk Slice. His Dad also takes a bite of his own Milk Slice. They laugh with each other.
Milk Slice is a favorite addition to breakfast!
Молочный Ломтик – это любимое дополнение к завтраку!
9-10-11
DEMO with TITLE “40% OF MILK”
It’ss full of milk – the whole 40% - with a drop of honey and tasty biscuit!
Он полон молока – целых 40%! – c каплей меда и вкусным бисквитом!

14
Child’s eating Milk Slice and happily watching how Mom and Dad are playfully biting each other Milk Slices
It’s good to be a child, when…
Хорошо быть маленьким, когда…
15
PACKSHOT with the kid and a kitten
…there’s a Milk Slice! Tasty-milky product.
…есть Молочный ломтик!
Вкусномолочный продукт.

To start a day with something that you really love is very important for children. The most ardent fans of toy cars, teddy bears, characters from books and cartoons, children adore when their parents know what kids are interested in. ”Fluffy kittens” phase turn into “teddy bears” phase and when we have a “dinosaurs” phase. A good parents know what a child loves in the moment – that’s why parents are able to connect with them first thing in the morning. THAT’S LOVE. And all is good – your loving parents wakes you up with a smile, and tasty breakfast is ready. THAT’S MILK SLICE. Your day will be filled with milk and love!
MILK SLICE. WHAT LITTLE ONE’S LOVE!
IDEA
*То, что любят малыши!

OPTION #1

1
Early morning, mom’s waking up her daughter who wears pajamas with bunny ears
MOM (whispering): Bunny, wake up…
Просыпайся, зайка!
3
Camera is zooming out and we realizes that both children were sleeping in the same bedroom on the bunk-bed. Both children woke up and currently is sitting on beds and yawning. Mom and Dad are simultaneously starting to call them again, interrupt each other, laugh and together calls for breakfast!
BOTH PARENTS SIMULTANEOUSLY: Breakfast! Завтракать!
2
Cut, we see how dad’s trying to rouse a son who’s sleeping with his teddy bear
DAD: Baby bear, it’s time to wake up…
Пора вставать, медвежонок!…
0
Early morning in the house. On the frame a red heart with logo of Kinder appears
NARRATOR (with the smile): Start every morning with love
Пусть каждое утро начинается с любви!

5
Dad takes a Milk Slice out of the fridge while holding his “bunny” in his arms
…it’s so important to start their day…
…так важно начинать свой день…
6
Everybody at the table, a child eats a Milk Slice and also holds another Milk Slice while Dad takes a bite
…with something that they really love!
…с того, что они по-настоящему любят!
4
Mom puts plates with porridge in front of the kids
VO: To our lovely kids…
Нашим любимым малышам…

7-8-9
DEMO
Milk Slice is a favorite addition to the breakfast! It has 40% of milk, a drop of honey and a soft biscuit.
Молочный Ломтик – это любимое дополнение к завтраку! В нём 40% молока, капля мёда и нежный бисквит.
10
In the final moments of breakfast children are playing with their dad, while eating Milk Slice. Girl gives her bunny ears and he obediently tries them on. Girl laughs and kiss him on the cheek.
…Любовь!
…That’s love!
11
PACKSHOT
Milk Slice
What little one’s love!/ Tasty-milky love!
Молочный Ломтик
То, что любят малыши! / Вкусномолочная любовь!

OPTION #2

1
Early morning, mom opens the curtains in the children’s room
NARRATOR: For our little ones…
Нашим малышам…
4
Camera is zooming out and we realizes that both children were sleeping in the same bedroom on the bunk-bed. Both children woke up and currently is sitting on beds and yawning. Mom and Dad are calling for breakfast through the door
NARRATOR: With mom’s smile… and dad’s!
С маминой улыбки… и с папиной!
3
Cut, we see how dad’s trying to rouse a son who’s sleeping with his teddy bear
NARRATOR: …with what they love: with favorite toy…
…с того, что они любят! С любимой игрушки…
2
Mom’s waking up her daughter who wears pajamas with bunny ears
NARRATOR: …is so important to start their day…
…так важно начать день…

5
Dad takes another Milk Slice out of the fridge while holding his “bunny” in his arms
…with Milk Slice!
…с Молочным Ломтиком!
6
Everybody at the table, a child eats a Milk Slice and also holds another Milk Slice while Dad takes a bite
Mmm… very tasty!
Ммм… очень вкусно!
5
Mom gives Milk Slice to the “bear” at the table
VO: And of course with the best breakfast in the world…
И, конечно, с самого вкусного в мире завтрака…