BBDO Forces Everyone to Pick: Left or Right Twix??

By Erik Oster 

BBDO New York launched a new effort for Twix, telling viewers “It’s Time to DeSide” with Twix’s new Left Twix and Right Twix bars.

The agency has been milking the supposed feud between Left and Right Twix for years, since the inception of the campaign in 2011. Over the years, they’ve ramped up the absurd concept by imagining separate factories, fights over spokesperson Nick Lachey and staging a “Taste Test Challenge.”

Now the campaign extends to packaging, with new packs promising “Two Left Twix” and “Two Right Twix” with corresponding ads promoting the stunt, as well as pointing out its absurdity. In “Mortician,” an undertaker and a mortician claim it was ridiculous for Left Twix and Right Twix to be in the same package to begin with, since they have about as much in common as they do. A janitor and custodian, spirt and ghost echo their sentiments.

Another spot sees a bouncer and doorman discuss the new packaging while informing those waiting in line that the club has no cover, despite the cost of entry.

We have to agree with our Adweek colleague Tim Nudd‘s surprise that this campaign has lasted as long as it has, given the one joke nature of its absurd premise. Since the packaging extension takes the campaign to its logical conclusion, it’s possible this is its grand finale.
deside-3

What, no political metaphor??
Credits:
Client: Mars Chocolate North America
Spots: “Undertaker / Mortician,” “Bouncer / Doorman”

Agency: BBDO New York
David Lubars, Chief Creative Officer, BBDO Worldwide
Greg Hahn, Chief Creative Officer, BBDO New York
Gianfranco Arena, Executive Creative Director
Peter Kain, Executive Creative Director
Peter Alsante, Creative Director
Kim Baskinger, Creative Director
Bryan Stokely, Senior Copywriter
Martins Zelcs, Senior Art Director
David Rolfe, Director of Integrated Production
Amy Wertheimer, Group Executive Producer
Alex Gianni, Executive Producer
Melissa Chester, Executive Music Producer
Jeff Regan, Social Media Creator
Kirsten Flanik, President
Susannah Keller, Global Account Director
Lisa Piliguian, Account Director
Tani Corbacho, Account Director
Aparna Joshi, Account Manager
Danee Fields, Account Executive
Annemarie Norris, Group Planning Director
Christina Stoddard, Planning Director
Sean Stogner, Senior Communications Planner

Allison Miazga-Bedrick, Brand Director – Filled Bars Portfolio
Thomas Hedworth, Sr. Brand Manager, Twix® Brand

Biscuit: Production
Aaron Stoller, Director
Bob Yoeman, DOP
Samantha Gore, Production Designer
Shawn Lacy, Managing Director
Holly Vega, Executive Producer
Mercedes Allen-Sarria, Head of Production
Rachel Glaub, Head of Production
Cindy Becker, Producer
Ash Marshall, Production Supervisor

N06 – Editorial
Jason Macdonald, Editor
Ryan Bukowski, Asst. Editor
Ling Chua, Asst. Editor
Corina Dennison, EP
Laura Molinaro, Sr. Producer
Ed Skupeen, Flame/Fxs
Mark Reyes, Asst. Flame/VFXs Artist

Sound Lounge – Audio
Tom Jucarons, Mixer

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