Newly-launched Venice,California-based agency Adams&Partners have debuted the first-ever campaign for thinkThin, which positions the “nutritionally balanced high protein bars” as something you don’t have to feel guilty about — unlike some other things.
The 30-second “Runner” takes this idea in a somewhat uncomfortable direction, with a group of women lecherously staring at a nearby guy on a morning run. When he passes them, he recognizes one of the women, saying, “Oh, hey Mrs. Adams. Hey, say ‘hi’ to Brian for me.” A voiceover follows, saying, “There are lots of things to feel guilty about. thinkThin isn’t one of them.” A second spot, “Text”also tackles mom guilt issues, but chooses a less uncomfortable target than staring at your son’s friend’s ass, which perhaps takes the approach a bit too far.
“We all have things that we feel guilty about,” explained Chris Adams, executive creative director at Adams&Partners. “This campaign is about laughing at the little things that make us feel guilty every day, while making the more serious point that eating thinkThin bars is something you should never have to feel guilty about.”
We’ve included “Text,” along with credits, after the jump.
Credits:
ADVERTISING AGENCY: adams&partners
EXECUTIVE CREATIVE DIRECTOR: Chris Adams
CREATIVE DIRECTOR / ART DIRECTOR: Susan Alinsangan
CREATIVE DIRECTOR / WRITER: Ron Schlessinger
EXECUTIVE PRODUCER (AGENCY): Laura Ferguson
BRAND STRATEGIST: Valerie Krause
PRODUCTION ARTIST: May-may Chan
INTERACTIVE ART DIRECTOR: Eric Hallmann
SOCIAL MEDIA AGENCY: Marci Ikeler, Little Arrows
PRODUCTION COMPANY: Epoch Films
DIRECTOR: Michael Downing
EXECUTIVE PRODUCER: Melissa Culligan
HEAD OF PRODUCTION: Megan Murphee
PRODUCER: Eric Sedorovitz
DP: Bob Richardson
PRODUCTION SUPERVISOR: Kevin Clark
EDITORIAL COMPANY: Arcade
EDITOR: Will Hasell
MANAGING PARTNER: Damian Stevens
EXECUTIVE PRODUCER: Nicole Visram
POST PRODUCER: Leslie Carthy
ASSISTANT: Eddie Mikasa
TELECINE: Company 3
PRODUCER: Matt Moran
COLORIST: Sean Coleman
ONLINE & FX: Timber
ARTIST: Miles Kinghorn
EXECUTIVE PRODUCER: Chris Webb
MIX: Play
ARTIST: John Bolen
EXECUTIVE PRODUCER: Lauren Cascio
MEDIA AGENCY: Starcom MediaVest