Fiber One Helps Bring ‘Total Eclipse’ Back With a Vengeance

'Turn Around' ads hit just as diva homage goes viral

Who can argue that bombastic 1980s power ballad "Total Eclipse of the Heart" isn't the single greatest piece of music in human history? That's right: no one. Its appearance in a MasterCard spot a while back, with brand-centric lyrics performed by its original singer, Bonnie Tyler, was priceless. And these days, "Total Eclipse" has resurfaced with a vengeance. Diva impressionist Christina Bianco's performance of the song in the style of Adele, Cher, Streisand and others is approaching 2 million YouTube views since being posted earlier this week.

Now, Fiber One gets in on the act with a pair of amusing 30-second spots from Saatchi & Saatchi. As with MasterCard, the words have been altered to fit the brand profile. The "Turn around, bright eyes" chorus morphs into "Turn around, Barry" in one spot and "Turn around, Barbara" in the other as we watch various Barrys and Barbaras, deprived of the tasty-yet-unhealthy snacks they crave, discover the joys of Fiber One. 

"Finally I have a manly chocolatey snack and fiber so my wife won't give me any more flak," wails Barry. Amen, brother, amen. "Forever I've been praying for a snack in my life, and now I have a brownie ending all of my strife," wails Barbara. True that, sister, true that.

While exaggerated, the humor is never so outrageous that it seems cartoonish or stupid, which could have thrown the spots out of whack. So I applaud Fiber One for finding the perfect balance and keeping things more or less … regular.


Client: General Mills

Brand: Fiber One Bars/Brownies

Agency: Saatchi & Saatchi

Chief Creative Officer: Con Williamson

Creative Directors: Peter Smith, Johnnie Ingram

Art Director: Katherine Kuni                                  

Copywriter: Chris Stevenson

Head of Broadcast Production: John Doris

Senior Producer: Nicole Gabrielle Ogborn

Music Producer: Eric Korte

Business Manager: Christina Mattson

Production Company: Little Minx

Director: Nico Perez Veiga of Nico & Martin

Director of Photography: Nanu Segal

Executive Producer: Rhea Scott

Line Producer: Deb Tietjen

Editing House: Rock, Paper, Scissors

Editor: Carlos Arias

Assistant Editor: Maria Lee

Flame Artist: Edward Reina

Producer: Helena Lee

Executive Producer: Eve Kornblum

Music Company: Butter Music and Sound

Executive Producer: Ian Jeffreys

Producer: Annick Mayer

Composition and Arrangement: David Quattrini and Andrew Sherman

Mix Company: Mr. Bronx Audio Post

Engineer: David Wolfe

Producer: Jaya Oleksnianski