Barton F. Graf Dials It Down a Notch In Latest Work for Lance Crackers

By Patrick Coffee 

Love ’em or loathe ’em, Barton F. Graf are the Tim and Eric of advertising. This is not a matter of dispute.

But it seems like the classic “crazy” agency is maybe mellowing a bit with age. Its latest work for Lance Crackers, which switched to the BFG back in 2015, features the same sort of intentional oddness you’ve come to expect from Gerry Graf. But it’s not quite as—what’s the word we’re looking for—surprising now. Not that this is a bad thing…

The two :15s follow a clear theme: sandwiches that do not involve bread or condiments.

Since this is BFG, the grandmas had to be wearing identical outfits and speaking in unison.

Next, dogs acting like people with a tiny bit of CGI help.

Matt Dilmore of BiscuitWorks directed these.

So is Barton F. Graf losing its edge like wine snob James Murphy, whose new music is about as exciting as a package of stale Lance crackers? Nah… but we’ll speculate about it anyway.


Agency: Barton F. Graf
Client: Lance Crackers
Director: Matt Dilmore
Production Company: Biscuit Filmworks
Chief Creative Officer: Gerry Graf
Creative Director: Mark Bielik
Creative Director: Ross Fletcher
Art Director: Sara Carr
Copywriter: Sara Carr
Art Director: Jesse Brown
Copywriter: Jesse Brown
Head of Integrated Production: Josh Morse
Producer: Liz Shook
Producer: Zamile Vilakazi
Account Director: Kate Callander
Account Supervisor: Marla McCormick Domergue
Strategy Director: Amanda Perring
Head of Business Affairs: Jennifer Pannent
Project Manager: Andra Gould
Partner: Shawn Lacy
Managing Director: Shawn Lacy
Executive Producer: Rick Jarjoura
Producer: Jonathan Wang
Head of Production: Mercedes Allen-Sarria
Head of Production: Rachel Glaub