TBWA BEING Gets Goofy for Wheat Thins

By Erik Oster 

TBWA BEING gets goofy in their latest spot for Wheat Thins, entitled “Trap Door.”

In the 15-second spot, a man explains to his wife that’s he’s created a trap door to keep anyone from stealing his Wheat Thins. Drawn to the box of Wheat Thins, he then falls through his own trap door. The spot concludes with the annoyingly shouted “Must! Have! Wheat Thins” tagline. It’s all pretty much as ridiculous as it sounds, but then that’s likely what TBWA was going for. Something about the comedic timing seems a bit off, though, and the humor falls flat.



Advertising Agency: TBWA BEING, New York, USA
Executive Creative Director: Matt Ian
Creative Director: Samira Ansari
Executive Producer: Jason Souter
Director of Business Affairs: Samantha Norvin
Broadcast Traffic Manager: Betty White Butler
Talent Manager: Charisse Astacio
Group Account Director: Brett Edgar
Account Director: Hayden Lockaby
Account Executive: Kelly Mendola
Production Company: Dummy
Director: Harold Einstein
Executive Producer: Eric Liney
Editorial: Mackenzie Cutler
Editor: Erik Laroi
Executive Producer: Sasha Hirschfeld
Producer: Evan Meeker
Sound Designer: Sam Shaffer
Visual Effects: Moving Picture Company
Executive Producer: Justin Brukman
Producer: Adele Major
VFX Supervisor: Ricky Weissman
VFX Team: Ricky Weissman, Carolyn Figel
Telecine: Co3
Colorist: Tim Masick
Audio Mix: Sound Lounge
Mixer: Tom Jucarone