adam&eveDDB teamed up with directing duo Kyra Buschor and Constantin Paeplow — creators of the viral “Rollin’ Safari” video — for a campaign promoting Genius Foods gluten free bread.
The ads apply the round animals concept to a duck, hedgehog and robin, using the schtick as a way to illustrate bloatedness. Each spot pictures a spherical animal trying to get around, followed by the message, “May help prevent bloating caused by coeliac disease or gluten sensitivity,” followed by “Bread shouldn’t feel like this.” It’s a pretty spot-on way to incorporate the gag into the brand’s approach and makes for some simple, yet memorably comical ads. The broadcast spots function as part of an integrated campaign, which utilizes the round animals visuals in all formats. We expect to see plenty more from the directorial duo, who Adweek points out “got the loudest applause at the Saatchi & Saatchi New Directors’ Showcase in Cannes last summer.”