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Directed by Rob Pritts of Backyard Productions, the 30-second spot shows the transformation of ‘Young Bobby Ingles’ from nerdy target of schoolboy toughs to nerdy king of the classroom through Sega Genesis. The ad was originally to end with the two bullies obsequiously offering Bobby cookies and milk. ‘But then we decided, ‘Nah, they should really get it,’ says Goodby. So Bobby slaps away the plate and sneers, ‘I said chocolate chip!’ Jeremy Postaer and Harry Cocciolo were co-creative directors for the spot.
Copyright Adweek L.P. (1993)
