NCP Unveils Ice Cubes TV

NEW YORK The Duff sisters—Hilary and Haylie—are the stars of the latest TV spot for Hershey’s Ice Breakers Ice Cubes gum.

The pair attempts to have an in-depth conversation about the product, but the level of discourse turns out to be somewhat lacking.

Hilary tries one and exclaims, “Whoa!” Haylie replies, “Whoa, Hil, who says ‘Whoa?'” Lots of people, apparently, including, as we see in this spot, a surfer dude, TV college football announcer Keith Jackson (who offers his trademark, “Whoa, Nellie!”), a cowpoke straight out of Brokeback Mountain, a cheerleader and former teen idol Joey Lawrence, who is famous in certain circles for his rendition of “Whoa!”

Independent shop North Castle Partners in Stamford, Conn., crafted the commercial for the Hershey, Pa.-based client.

NCP added various Hershey assignments last September, when the client tapped that shop and Havas-owned Arnold in Boston as its lead creative agencies, moving work out of New York shops Ogilvy & Mather and DDB [Adweek Online, Sept. 29]. Overall, Hershey spends more than $150 million annually on ads, per Nielsen Monitor-Plus.