Saatchi N.Y. Introduces ‘Chew Treats’ in Fiber One Mockfomerical

Saatchi & Saatchi New York launched a new mock infomercial for Fiber One, introducing “Chew Treats” as  guilt-free zero-calorie treats.

The goofy spot opens on an actress chewing on a donut-shaped Chew Treat, with the voiceover saying, “Mmm…rubber.” Chew Treats are presented as “the perfect product to fight your instincts,” since you can’t have a sweet snack whenever you want one. The product allows you to “Enjoy all the jaw movement of eating, without all the annoying calories.” It goes on to mock infomercial cliches like whispering the name of the product, an endorsement from an “enthusiast” and overacted dramatizations, ending by presenting Fiber One as the alternative to chewing on a piece of rubber. The spot ends with the tagline, “Don’t fight your instincts.”

Arriving shortly after this summer’s “Expecting,” Saatchi & Saatchi are clearly going full force into the absurdist humor direction for the brand. In addition to the spot, the campaign, which will run for a month, also includes digital, social, display and PR initiatives. Fiber One claims they really did make Chew Treats available at GetChewTreats.com, but they appear to currently be out of stock.

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