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Barton F. Graf 9000 dives into absolute nonsense, quite literally, in its first campaign for Bai, an independent maker of low-calorie health beverages.
Three comical spots play off the fact that Bai drinks are loaded with antioxidants and have only 5 calories each—yet they taste good, too. This makes no sense—and so the characters in the ads are stuck in situations that make no sense either.
This is right in Barton F. Graf's wheelhouse, of course, as the agency is known for doing plenty of absurdist work for brands like Kayak.
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