Go Ahead and Play With Your Food, as Long as Your Food Is Bugles

The snack that's also a game

"It's Bugles! It's Bugles! The game that you can eat!" After watching these retro-minimalist commercials for General Mills's Bugles from Cossette in Toronto (and Untitled Films director Curtis Wehrfritz), I can't get that freaking jingle out of my head. "It's Bugles! It's Bugles!" I'm singing it as I type. "The game that you can eat!" The spots star two boys—one sort of resembles a young Andy Richter—who amuse themselves by using the horn-shaped salty-crunchy snacks to play games like checkers and dress-up and even build an intricate Eiffel Tower. "It's Bugles! It's Bugles! The game that you can eat!" Whoa, the tune's abominably, annoying, craptastically catchy! I can feel my mind melting! Anyway, individual Bugles do resemble game pieces, and kids apparently like to fit them on their fingers and play with them, so the concept, though a bit of a stretch, works well enough. Kudos for using a few simple props (dig that groovy credenza) to suggest a '60s/'70s setting. "It's Bugles! It's Bugles!" Would someone please bash me in the face with a Pet Rock or lava lamp and end this melodious madness! "The game that you can eat!"

CREDITS
Client: General Mills
Brand: Bugles
Campaign Title: The Game That You Can Eat
Spot Titles: The Game That You Can Eat, Chess 'Its, Toss 'Ems, Act 'Ems, Dress 'Ups, Stack 'Ems

Agency: Cossette, Toronto
Creative Director: Daniel Vendramin
Copywriter: Anthony Atkinson
Art Director: Greg Kouts, Daniel Vendramin
Account Team: Jason Melhuish, Erin O’Connor, Janis Lindenbergs
Agency Producer: Sarah Moen

Production Company: Untitled Films
Director: Curtis Wehrfritz
Director of Photography: Justin Beattie
Executive Producer: Chilo Fletcher
Line Producer: Rosalyn Hegan

Post Production: School Editing
Editor: Aaron Dark
Colourist: Eric Whipp (Alter Ego)
Audio/Music: Eggplant