Slim Jim Stays Macho

Randy “Macho Man” Savage may be gone from North Castle Partners’ new TV spots for Slim Jim, but his macho attitude remains.
The new $6-8 million campaign for client GoodMark Foods, Raleigh, N.C., replaces Savage (shown here) with “Slim Jim Guy,” who is fully capable of creating the same degree of havoc as the familiar wrestling icon. Ads from the Stamford, Conn., shop break nationally on June 24.
Two new spots (in 30- and 45-second versions) show a teenager ingesting one of the sticks. The ads then cut to the Slim Jim Guy plummeting into the roiling pit of the teen’s stomach, where he proceeds to brutalize the more healthy snacks awaiting digestion.
“Beefy, spicy bully,” whines a pink muffin after Slim Jim Guy finishes drowning another snack in one of the commercials, titled “Slime and Punishment.” “You’re next, pinky,” Slim Jim Guy snarls. Savage’s familiar voice is heard next, shouting the long-running tagline, “Need a little excitement? Snap into a Slim Jim!” Slim Jim Guy then pops back onto the screen with the brand’s new call to action: “Eat me.” –Gerry Khermouch