DDB Chicago launched the latest in its ongoing “Unbelievably Juicy” campaign for Wrigley brand Starburst featuring a certain later 80s/early 90s icon.
As with prior entries in the campaign, the ad seeks to answer the question of what makes Starburst so juicy with a bizarre, imaginative scenario that demonstrates that, in fact, there is no explanation. In this case, it’s a repetitive, somwhat-hypnotic “Juicy Raindance” from MC Hammer, which lives as a 15-second spot and as a loop at www.hammerraindance.com.
The interactive campaign also includes print and social initiatives, as well as a Shazam integration allowing consumers who use the Shazam app on Starburst print ads to view a series of short-form MC Hammer videos. We’re not sure who would go through all that trouble, but we’re guessing they never took down their Too Legit to Quit poster and may still be wearing Hammer pants. The spot takes the absurdity of previous “Unbelievably Juicy” installations to new, more minimalist levels. To us, though, the most absurd part may be that this somehow required two creative directors.
For DDB Chicago the release of the spot comes as the agency looks to defend its portion of the McDonald’s business, as the chain launched a creative review to consolidate its U.S. ad business. For Hammer, meanwhile, it arrives on the heels of his appearance Grey New York’s new 3M campaign.
Credits:
DDB Chicago
John Maxham, Chief Creative Officer
Mark Gross, EVP, Executive Creative Director
Brian Boord, Creative Director
Chad Broude, Creative Director
Diane Jackson, Chief Production Officer
Will St. Clair, SVP, Executive Producer
Allie Reeck, Producer
Linda Bres, Music Production Manager
Scott Terry, Production Manager
Kate Christiansen, SVP, Integrated Brand Leader
David Chriswick, SVP, Group Strategy Director
Gwen Hammes, VP, Group Business Director
Marc Singer, VP, Account Director
Matt Mullen, Strategy Director
Kelly Mendola, Account Executive
Jacqui Comella, Account Executive
Sandra Lieb, General Counsel
Celebrity Talent and Music Rights Acquisition
Paul Williams, The Marketing Arm
Production: Jam 3
Adrian Belina, Executive Creative Director
Greg Bolton, Creative Director/Associate Creative Director
Mauricio Vio, Lead Creative
Kaye Mao, UX
Michael Dobell, Head of Production
Michael Dobell, Executive Producer
Ben McEvoy, Producer
Madison Hayhoe, Production Coordinator
Adam Slayer, Head of Development & UX
Miguel Moraleda, Technical Director
Brendan Neufeld, Lead Developer
Jeffrey Burt, Developer
Marco Donnici, Developer
Heung Lee, Developer
Nick Scherman, Developer
Madison Hayhoe, QA
Live Action: Dean West Photography
Post: Lookout! Studios / Steve Otvos
Animation: Lookout! Studios / Steve Otvos
Audio / Sound Design
The Studio
Stacey Simcik, Manager, Studio Operations
Nicholas Papaleo, Audio Mixer
Bobby Lord, Audio Assistant
Kevin Peleschak, Motion Graphic Designer/ Video Editor