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A new TV spot from Grey Advertising for Starburst candy shows teenagers at a convenience store, presumably trying to buy alcohol with fake I.D. cards. A know-it-all clerk persuades them to go with Starburst's new hard candy instead.
Directed by Doug Liman, who lensed the critically praised films Swingers and Go, the campaign breaks nationally this week.
Grey in New York used Liman because he's tuned in to "the weird little world of teenagers," said Rob Biaocco, a group creative director at the agency.
In a second execution, the teens loiter aimlessly outside the store; later, one of the boys (shown here) is shooed away from the adult magazine rack.
The same setting and cashier appeared in ads for Starburst Fruit Chews. The tagline: "Need a boost? Give it some juice."
Client M&M/Mars will spend $20 million on the campaign.
--Kathleen Sampey