Jimmy Dean’s sun becomes a crime fighter

Jimmy-dean

The Jimmy Dean sun, an affable fellow who's universally loved (or at least loved by the universe), gets tough on crime in the company's new campaign from TBWA\Chiat\Day promoting a line of kids' food. In the video below, he battles three mildly evil "anti-villains" called DimWit, Slow-Mo and Crabby (sounds like my AdFreak colleagues!), who prey upon children who haven't eaten a decent breakfast. This stuff sets a new mark for ludicrous and self-consciously goofy advertising. DimWit's a broken lightbulb! Slow-Mo's an overacting bearded stopwatch! Crabby's a sinister cackling crab! They emerge from their underground lair and prowl middle schools, sabotaging spelling bees and science exams. The sun (why does he need a mask? Is he really the moon?) vanquishes the baddies by hurling food of questionable nutrition in their direction. The campiness might be lost on kids, though is probably effective for adults. I know I could sure go for an Egg McMuffin right about now.