Kids Do the Darnedest Things

The Martin Agency is launching a cable television push for Nickelodeon starring a band of middle school cutups.

“They told us to create a buzz,” said Martin creative director Rob Scha-piro. “We wanted a campaign where the spots were content, not ads.”

The Richmond, Va., shop developed a handful of variously timed commercials that celebrate kids performing goofy tricks, the ones they usually do when parents are not around.

A “Because we can” tag flashes through the spots that will run on Nickelodeon through September.

“We wanted to take the things that kids do to amuse their friends in the cafeteria and put them on a pedestal for the whole world to see,” said Martin art director Kevin Ragland.