What does Starburst's classic "Bus Station" commercial, with the Little Lad, have in common with the famous Wheat Thins Family Guy spot? Lots and lots of mentions of the product name—a gag that Lisa Topol used to great effect in crafting the latter spot when she was a creative director at Being in 2012.
According to the National Confectioners Association, some 35 million pounds (about 9 billion kernels) of candy corn will be manufactured this year. Americans are expected to buy 20 million pounds of that batch—15 million for this week alone. In fact, in case you haven't marked your calendar, Oct.
Starburst's "Unexplainably Juicy" ad series explores the mythology of how the chewy candy packs in so much juiciness. And the answers are quite a bit more adrenaline-fueled than you might expect.
In Starburst's "Miniminneapolis" spot, a construction worker tries to explain the robust fruit flavor of the candy's new Minis by theorizing that the candy gets shrunk down in a miniature factory.
Michael Bolton follows up his Optimum campaign with a cameo in the Starburst ad below, part of a new campaign from DDB Chicago that offers theories on why the candy is so "Unexplainably juicy." In "Orchard," it's because Bolton serenades trees whose fruit then becomes extra luscious, obviously. Another spot says it has something to do with Keyboard Cat and dragon tears. The spots were directed by Andy McLeod of Rattling Stick. More executions and credits below.
Mars's consolidation of creative duties on its global brands at Omnicom last year saw the Starburst and Skittles accounts move from TBWA\Chiat\Day to DDB. Now, we get DDB's first effort for Starburst—and it aims for the same kind of intriguing quirkiness as TBWA's celebrated oddvertising on the candy brands.
This is probably nitpicking, but what is Starburst's definition of a contradiction? The candy brand's whole current campaign is based around the word. In earlier ads from TBWA\Chiat\Day, Scottish Koreans, the walking dead and slow getaway-car drivers were deemed to be contradictions (much like the candy, which is solid, yet juicy like a liquid). Those characters, at least, had attributes that might be considered opposites. Now, we get this new spot with a dog who likes to hang his ass out a car window—and he's called a contradiction. Isn't he really just a dog with an unusual preference? The guys in the car later refer to him as "weird" and an "innovator," so maybe they're torn as well. Can we get a language nerd to weigh in on this? See the earlier spots after the jump.
Starburst continues its “Contradictions” campaign, playing up the solid yet juicy nature of the candy, with this new spot featuring a very slow getaway-car driver inching through traffic after a […]