Let’s Turn Around with Fiber One

By Jordan Teicher 

The title is not a bathroom pun. Saatchi & Saatchi created a new campaign for Fiber One built around the 80’s song, “Total Eclipse of the Heart,” originally by Bonnie Tyler. If you’ve ever been within 50 yards of a karaoke bar, you’ll recognize the tune, and apparently, the 1983 hit is getting a second wave of popularity decades later. A May survey by UKbathrooms.com reported that it is the most popular song people sing in the shower. And more recently, actor and vocal impressionist Christina Bianco had a video of her singing “Total Eclipse of the Heart” in the voices of 19 different divas go viral (1.8 million hits in four days).

So the relevance for the Fiber One campaign is there. We have two spots to show you, one titled “Turn Around Barry,” and the other, “Turn Around Barbara.” Ignoring the missing commas, both are about hapless characters on diets who want to eat food that tastes good but won’t make them fat. Those people do deserve power ballads playing as the soundtrack to their lives. The set-up is slightly confusing, because each ad includes multiple characters who we are supposed to assume are all named either Barry or Barbara. At one point, it looks like one Barry is even holding a leek he’s about to eat whole. But then he finds Fiber One. All in 30 seconds.


Watch “Turn Around Barbara” and read some credits after the jump.

Chief Creative Officer:  Con Williamson
Creative Director: Peter Smith 
Creative Director:  Johnnie Ingram
Art Director: Katherine Kuni 
Copywriter: Chris Stevenson
Head of Broadcast Production:  John Doris
Senior Producer:  Nicole Gabrielle Ogborn
Music Producer:  Eric Korte
Business Manager:  Christina Mattson
Production Company:  Little Minx, Los Angeles, CA
Director: Nico Perez Veiga of Nico & Martin
Director of Photography:  Nanu Segal
Executive Producer:  Rhea Scott & Rania Hattar & Ian Jeffreys
Line Producer:  Deb Tietjen
Associate Producer: Annick Mayer
Editing House:  Rock, Paper, Scissors, NYC
Editor: Carlos Arias
Assistant Editor:  Maria Lee
Flame Artist:  Edward Reina
Producer:  Helena Lee
Executive Producer:  Eve Kornblum
Creative Director/Composer: Andrew Sherman

Music: Butter Music and Sound

Graphics:  King & Country, Los Angeles, CA