For its latest spot from ad agency Being in New York, Wheat Thins has enlisted a famous pair of spokes-cartoons: Brian and Stewie from Family Guy. And since Wheat Thins' current slogan is "Do what you do" (don't ask me how that's supposed to sell crunchy wheat snacks), this commercial shows the highly verbal baby and his disgruntled canine companion doing what they do best—which is, of course, fighting.
In this case, they're fighting over Stewie's bizarre pronunciation of "wheat." Stewie asks Brian for some of his Wheat Thins, placing a rather heavy emphasis on the "h," which launches a line-for-line rehash of Family Guy's notorious "Cool Whip" debate—as any fan of the show will immediately note. (Although, as Family Guy jokes go, you don't have to be much of a fan to recognize this one, which I can attest to as someone who has seen maybe a handful of episodes. And that was more than enough.)
In the end, our pair manage to unite against a common enemy: Stewie's moronic father, Peter, who requests to be in the commercial—Family Guy is really meta, you guys!—before being shot down because this is Stewie and Brian's "thing." It's touching, really.
Client: Wheat Thins
Title: "WHheat Thins: Family Guy"
Agency: Being, New York
Creative Directors: Lisa Topol, Samira Ansari
Art Directors: Mitchell Ratchik, Jelani Curtis
Copywriters: William Burks Spencer, Christopher Stephens
Executive Producer: David Fisher
Producer: Dwight Clifford
Business Affairs Director: Samantha Norvin
Senior Talent Manager: Brian Enright
Group Account Director: Caroline Winterton
Account Director: Kim Tice
Account Manager: Catherine Sweeny
Project Manager: Tanya Woods
Editing Company: Chop Shop
Editor: Daniel de Winter
Trademark Licensor: Fox Entertainment Group / Twentieth Century Fox Film Corp.
Production Company: Fox Television Animation
Executive Producers: Seth MacFarlane, Kara Vallow
Producers: Kim Fertman, Shannon Smith
Production Manager: Brent Crowe
Associate Producer: Charles Song
Production Coordinator: Leslie Rider
Director: Brian Iles
Voices: Seth MacFarlane
Editor: Eric Brown
Production Mixer: Patrick Clark
Sheet Timer: Younghee Higa
Animatic Operator: Rob Schulbaum
Compositing Supervisor: Tania Francisco
"Hair Pie": written and performed by Ron Jones
Trademark Licensor: Fox Film Music Corp. / Twentieth Century Fox Film Corp.
Senior Director, Talent Procurement: Kristen Hellwig
Platinum Rye Entertainment