Life’s Mundane Questions Take Center Stage in Droga5’s First Work for Twizzlers

Nearly a year after Droga5 won creative duties for Twizzlers (along with a spate of other Hershey brands, including Almond Joy, Mounds and York), the agency has unveiled its first work for the iconic candy brand. The lighthearted campaign comes wrapped in a new tagline for Twizzlers, “Chew On It,” and is brought to life via a series of videos that have some fun with the concept of “chewing on”—or intensely thinking about—something. In each of the spots, viewers are initially led to believe that some drama is about to unfold. For instance, in one, a bride sits alone on her wedding day while she slowly eats a Twizzler and wonders if she’ll regret her matrimonial decision, pondering if she simply got “carried away.” Yet the kicker comes at the end, when we realize it’s not her soon-to-be husband that she’s having second thoughts about, but the fact that she … recently used too many exclamation points in a work email and is worried her colleagues are judging her. [kickout id="1"] Similar scenarios unfold in the other two. One shows a Twizzler-munching police officer intensely scanning a crime scene. As he tries to put the pieces together, we think it’s the crime he’s focused on, but really it’s something far more trivial. [kickout id="2"] Another shows a man who is about to break some big news to his wife that could end their marriage. As he mulls it over with a pack of Twizzlers in the passenger seat of their car, the tension builds, but—just like in the others—it proves to be all for naught. [kickout id="3"] The three spots are running online and in movie theaters. According to Droga5, the idea for the campaign came from research that purportedly found the act of chewing Twizzlers to be therapeutic for people, or, in the agency’s words, “a destressor and emotional outlet.” While that might be a stretch, it at least makes for some playful videos that manage to build up a little suspense along the way. Credits: Agency: Droga5 NY Creative Chairman: David Droga Chief Creative Officer: Neil Heymann Group Creative Director: Brandon Pierce Associate Creative Director: Michael Kleinman Associate Creative Director: Leilanni Todd Senior Copywriter: Daniel Litzow Copywriter: Caroline Ekrem Copywriter: Evan Barkoff Art Director: Castro Desroches Senior Project Manager: Lara Yegenoglu Chief Creation Officer: Sally-Ann Dale Director of Film Production: Jesse Brihn Executive Producer, Film: Mike Hasinoff Producer, Film: Sophie Paton Music Supervisor: Mike Ladman Sr. Business Affairs Manager: Tom Vendittelli Global Chief Strategy Officer: Jonny Bauer Head of Strategy: Harry Román-Torres Strategy Director: Ned Sonnenschein Head of Communications Strategy: Dean Challis Communications Strategy Director: Kathryn Ruocco Chief Intelligence Officer: Amy Avery Group Data Strategy Director: Lily Ng Senior Data Strategist: Joy McKenzie Group Account Director: Jessica Kingsbery Account Director: Jordan Cappadocia Associate Account Manager: Sydney Golden Client: Twizzlers/Hershey Chief Marketing Officer: Jill Baskin General Manager, US Confection: Chuck Raup Director Marketing Strategy & Development: Kelsey Robertson Brand Manager: Nathan Johnson Sr. Associate Brand Manager: Joseph Gibilisco Production Company: Furlined Director: Kristoffer Borgli DOP: Sam Eley Executive Producer: Jay Wakefield Producer: Darrin Ball Editorial: Arcade Editor: Dave Anderson Assistant Editor: Joseph Petruccio Executive Producer: Sila Soyer Producer: Andrew Cravotta Post Production: MPC Executive Producer: Matthew Loranger Producer: Krystle Timm Post Production: Color Collective Colorist: Alex Bickel Producer: Claudia Guevara Sound: Wave Studios Mixer: Aaron Reynolds