DDB California brings back Slim Jim’s classic “Snap Into a Slim Jim” tagline in their latest campaign for the brand.
The new campaign targets the 18-25 crowd, most of whom are probably too young to remember the line as delivered by Randy Savage in its original incarnation. Still, it’s a memorable tagline and bringing it back will stoke nostalgia in the slightly older set. The 30-second spot reintroducing the line “Snap Into It,” unfortunately, is less memorable. With the only lines in the ad rhymes playing on meat sticks: bro sticks, pro sticks, hooray sticks, meat chicks, tree sticks, etc., the onscreen action focuses on one group of friends’ epic day, concluding with a goat party. “Snap into a goat party, snap into a slim jim,” the spot concludes. As you can imagine, it’s a tad on the goofy side, but the tagline’s return is a welcome one. A series of 15-second ads, also featuring the classic tagline, pit Slim Jims against a generic competitor in a series of ridiculous situations.
“It’s what people know and love about the brand,” group creative director Travis Parr told Adweek, reffering to the old tagline. “ConAgra worried it had too much baggage or might make them seem old. But they finally decided it was cool.” Credits and the 15-second “Possum” after the jump.
Client: Slim Jim (ConAgra Foods)
SVP of Content Creation, ConAgra Foods: Dave Linne
Director of Content Creation, ConAgra Foods: Patrick Brennan
Agency: DDB California
Group Creative Director: Travis Parr
Art Director: Madeline DeWree
Copywriter: Tyler Booker
Senior Producer: Rob Lee
Production Company: MJZ/Soft Citizen
Director: The Perlorian Brothers
Producer: Merrie Wasson
Editor: Matt Walsh
Planning Director: Mark Rovai
Senior Strategist: Jaime Harrelson
SVP Group Account Director: Kristin Barbour
Account Director: Nancy Bernacchi
Account Supervisor: Jordan Wood
Account Coordinator: Rose Valderrama