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Go Ahead and Play With Your Food, as Long as Your Food Is Bugles The snack that's also a game

"It's Bugles! It's Bugles! The game that you can eat!" After watching these retro-minimalist commercials for General Mills's Bugles from Cossette in Toronto (and Untitled Films director Curtis Wehrfritz), I can't get that freaking jingle out of my head. "It's Bugles! It's Bugles!" I'm singing it as I type. "The game that you can eat!" The spots star two boys—one sort of resembles a young Andy Richter—who amuse themselves by using the horn-shaped salty-crunchy snacks to play games like checkers and dress-up and even build an intricate Eiffel Tower. "It's Bugles! It's Bugles! The game that you can eat!" Whoa, the tune's abominably, annoying, craptastically catchy! I can feel my mind melting! Anyway, individual Bugles do resemble game pieces, and kids apparently like to fit them on their fingers and play with them, so the concept, though a bit of a stretch, works well enough. Kudos for using a few simple props (dig that groovy credenza) to suggest a '60s/'70s setting. "It's Bugles! It's Bugles!" Would someone please bash me in the face with a Pet Rock or lava lamp and end this melodious madness! "The game that you can eat!"

CREDITS
Client: General Mills
Brand: Bugles
Campaign Title: The Game That You Can Eat
Spot Titles: The Game That You Can Eat, Chess 'Its, Toss 'Ems, Act 'Ems, Dress 'Ups, Stack 'Ems

Agency: Cossette, Toronto
Creative Director: Daniel Vendramin
Copywriter: Anthony Atkinson
Art Director: Greg Kouts, Daniel Vendramin
Account Team: Jason Melhuish, Erin O’Connor, Janis Lindenbergs
Agency Producer: Sarah Moen

Production Company: Untitled Films
Director: Curtis Wehrfritz
Director of Photography: Justin Beattie
Executive Producer: Chilo Fletcher
Line Producer: Rosalyn Hegan

Post Production: School Editing
Editor: Aaron Dark
Colourist: Eric Whipp (Alter Ego)
Audio/Music: Eggplant

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AdFreak is your daily blog of the best and worst of creativity in advertising, media, marketing and design. Follow us as we celebrate (and skewer) the latest, greatest, quirkiest and freakiest commercials, promos, trailers, posters, billboards, logos and package designs around. Edited by Adweek's Tim Nudd and David Griner.

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