It appears Sasquatch is sitting this one out, and the absence of Jack Link’s mascot is much appreciated.
Carmichael Lynch takes a different approach with their latest campaign for the jerky brand, based on a concept not all that dissimilar from Snickers’ “You’re not you when you’re hungry” approach: that intense hunger can make you angry, which they define as “hangry.” The series of 30-second spots depict several such hangry individuals, with their intense hunger personified by angry animals that emerge from their stomach, which also acts as a visual representation of the “Feed your wild side” tagline. In “Lecture Hall,” for example, a student is taking a test when his intense hunger causes a puma to emerge from his stomach. It is not until the puma is sated with a piece of beef jerky that it retreats back where it came from, after helping the kid out with a test answer (apparently this is a highly intelligent feline). Other spots take a similar approach, depicting a woman waiting for her flight to take off, and a man stuck in a meeting. The spots will run online and on on channels such as Comedy Central, ESPN, and FX, alongside the existing “Messin’ with Sasquatch” campaign.
“Nothing says Feed Your Wild Side like literally feeding your wild side,” explains Kevin Papacek, director of marketing for Jack Link’s Beef Jerky. “Hangry is how you feel when you experience hunger to the point of being angry – visceral, debilitating hunger. This deeper hunger can only be fed by Jack Link’s Jerky.”
Stick around for “Middle Seat” and credits after the jump.
Agency: Carmichael Lynch
Client: Jack Link’s Beef Jerky
Director: Harold Einstein
Chief Creative Officer: Dave Damman
Executive Creative Director/Writer: Marty Senn
Associate Creative Director/Art Director: Brad Harrison
Head of Production: Joe Grundhoefer
Executive Producer: Freddie Richards
Account Director: Jesse Simon
Account Supervisor: Sofya Vannelli