Chips Ahoy’s New Ads Are Really Dumb and Kind of Perfect

An irresistible cartoon cookie

Sometimes a little stupid is just right.

Chips Ahoy delivers with a series of spots from The Martin Agency featuring an animated cookie prone to minor, entertaining mischief. The 30- and 15-second shorts get all the key details right—the pauses, and the simple but absurd expressions.

It's a good play for the kids who'll clamor after the product. The moms who do the grocery shopping may not be so thrilled that the brand is egging on their little angels.

Then again, who could stay mad at a face like that?