Buckin' Chicken. Ever since I first saw this commercial on Comedy Central, I haven't been able to shake it. Grainy footage of a cowboy riding a "big buckin' chicken" set to an overwrought ode to the feisty fowl with lines like, "You are big. You are chicken." And, of course, one of the final clinchers: "The only way to beat it is to eat it," and a shot of the giant chicken turning around and chasing the ranchers. Pretty funny stuff. And because of the clever alliteration (which instantly gets your attention—did he just say what I think he said?), it's not only memorable, it's virtually unshakable. It'll probably take another whammy from Crispin to dislodge it from my brain.
Another spot that's stuck with me is Skittles' "Beard," but for entirely different reasons. A man with a long beard is being interviewed for a job while he uses his hair appendage to scoop up the candy and plop it into his mouth. It's another surreal spot for the candy brand in the style of "Sheepboys." It's just gross (who wants hair sticking to your candy?) and bizarre enough to entice the teen market with its beard charmer.
Skittles isn't the only confectionary brand whose advertising seems to be getting odder by the day. A spot for Juicy Fruit has a man playing Frisbee with a giant ant that fights him for the product. And an ad for Doublemint Mints offers an unusual pairing for its latest twin update, a pair of baldish men who lead a town into a celebratory procession complete with Dixieland-backed sing-along.
Mountain Dew draws on cartoon-style disasters where indestructible characters sustain all sorts of bodily harm without getting hurt. In this spot, a young man takes a very long tumble down a mountain and just when you think his tenderizing trauma is over, he keeps falling and finally lands without damaging his Dew. A gushing geyser gives him another exciting ride when he finally gets to open the bottle.
Got Milk?, a campaign that has been going strong for more than a decade, has finally taken the question to outer space, with a new TV and online series that asserts milk is so good for the body, even aliens have to have it. The effort explains cow abductions by placing blame on malnourished aliens who are remarkably human-like and are after the "wonder tonic" to help their brittle bones. They bring gifts of dried hay to "Da-Iry," as they name the cow, in exchange. It's interesting new territory, and I wonder how far the agency will take the alien storyline. It emphasizes the health benefits with entertaining bits of intergalactic trade.
And just in time for spring, Diet Snapple gives us ads that tell us it's OK to be lazy. Take small steps toward improving your health by drinking Diet Snapple. This is done with spots that show a man using his Barcalounger to work his abs by holding his legs up even though the leg lifter is down. Another has a woman going to the gym, but just long enough to go full circle through the revolving doors. Seems right for the brand; you kinda think you are making a healthy choice, but not really.
Converse's consumer-created campaign continues to impress with its varied expressions of the brand cool, this time with a spot showing an office worker breaking out of his cubicle. He takes his desk chair outside, dismantles it and carves it up in order to make a skateboard.