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.