NABISCO CORN NUTS | Adweek NABISCO CORN NUTS | Adweek
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NABISCO CORN NUTS

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Adolescents wouldn't be quite as objectionable if advertising didn't encourage it. In ads for video games, junk foods and other necessities of life, a raucous bad-boy image is de rigueur (or perhaps duh rigueur). Even the kids must find this faux outlaw sensibility tedious after a while. How nice, then, to see an ad that lampoons this genre bytaking it to ludicrous extremes. A satanic parody ("Corn Gone Wrong" indeed!) is just the thing to elevate the brand's Hipness Quotient. The ability to mock one's peers is highly prized in youthfulcircles, don't forget, so Corn Nuts' success in implicitly doing so will win the admiration of this target audience. The copy's praise of the product as "surprisingly hardcore corn snacks" is all but meaningless. Unlike most meaningless copy, though, it doesn't pretend to be meaningful, and that in itself makes the brand likable. Instead of flaunting an outlaw sensibility to deride the norms of parents, the ad derides the norms of youth-marketing copywriters and art directors. That's a useful innovation if ever there was one.Agency

Perich + Partners,

Ann Arbor, Mich.

Client

Harman International,

Northridge, Calif.

Creative Director

Ernie Perich

Art Director

Andy Dempster

Copywriter

Kristine KazarianAgency

FCB, New York

Client

Nabisco, New York

Creative Directors

Sandy Greenberg

Terri Meyer

Art Director

Miguel Nogueras

Copywriter

Scott Rosenblit

Illustrator

Michael Koelsch