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Starburst Gets Weirder
You receive a brief to introduce Starburst’s new Baja California flavor, so what do you do? If you’re TBWA\Chiat\Day group creative directors Ian Reichenthal and Scott Vitrone, overseen by ecd Gerry Graf, and you’re trying to catch fickle teens’ eyes, the answer is, first, to enlist Hungry Man’s Bryan Buckley to direct. Then write an ad that turns the phrase, “It’s like a fiesta in my mouth,” into a terrifying spectacle of a mariachi band being crushed by teeth as fruit juice rushes in the giant mouth in which they’re standing.
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