Gkv Goes Crackers for Lance Snacks

ATLANTA Gkv Communications said it would launch five radio spots for Lance crackers and cookies tomorrow.

Jeff Millman, creative director at the Baltimore agency, used comedic man-on-the-street interviews and a new tagline, “I got Lance in my pants,” to convey the brand’s “on-the-go” positioning.

In the spots, comedian Dave Mordal, a contestant from NBC’s Last Comic Standing, asks Charlotte, N.C., residents (including Mayor Pat McCrory) questions such as “Would you rather put a slice of pizza in your pocket or Lance crackers?”

Millman, who said he needed someone for the on-the-street interviews that could work with the line, called the comedian a real find. Because he was recognizable, passersby were more easily recruited than usual. “A lot more people watched that show than you think,” said Millman.

Ultimately the spots became as much about Mordal as they were about the people he interviewed, said Millman. “He’s got a definite edge and we decided to let him do what he does,” Millman said.

The client, which has not advertised since 1998, wanted gkv to re-introduce Lance products, generally sold in vending machines and convenience stores, to its core customers and attract new ones by touting the quality and portability of the cellophane-wrapped snacks.

Spots will air in test markets throughout the Southeast. Campaign spending was not disclosed.

The eight-episode reality show debuted June 10 on NBC and drew an average 8 million viewers each week. Last Comic Standing ended July 29. Mordal was eliminated before the last round.