Go Ahead and Play With Your Food, as Long as Your Food Is Bugles

The snack that's also a game

"It's Bugles! It's Bugles! The game that you can eat!" After watching these retro-minimalist commercials for General Mills's Bugles from Cossette in Toronto (and Untitled Films director Curtis Wehrfritz), I can't get that freaking jingle out of my head. "It's Bugles! It's Bugles!" I'm singing it as I type. "The game that you can eat!" The spots star two boys—one sort of resembles a young Andy Richter—who amuse themselves by using the horn-shaped salty-crunchy snacks to play games like checkers and dress-up and even build an intricate Eiffel Tower. "It's Bugles! It's Bugles! The game that you can eat!" Whoa, the tune's abominably, annoying, craptastically catchy! I can feel my mind melting! Anyway, individual Bugles do resemble game pieces, and kids apparently like to fit them on their fingers and play with them, so the concept, though a bit of a stretch, works well enough. Kudos for using a few simple props (dig that groovy credenza) to suggest a '60s/'70s setting. "It's Bugles! It's Bugles!" Would someone please bash me in the face with a Pet Rock or lava lamp and end this melodious madness! "The game that you can eat!"

CREDITS

Client: General Mills

Brand: Bugles

Campaign Title: The Game That You Can Eat

Spot Titles: The Game That You Can Eat, Chess 'Its, Toss 'Ems, Act 'Ems, Dress 'Ups, Stack 'Ems

Agency: Cossette, Toronto

Creative Director: Daniel Vendramin

Copywriter: Anthony Atkinson

Art Director: Greg Kouts, Daniel Vendramin

Account Team: Jason Melhuish, Erin O’Connor, Janis Lindenbergs

Agency Producer: Sarah Moen

Production Company: Untitled Films

Director: Curtis Wehrfritz

Director of Photography: Justin Beattie

Executive Producer: Chilo Fletcher

Line Producer: Rosalyn Hegan

Post Production: School Editing

Editor: Aaron Dark

Colourist: Eric Whipp (Alter Ego)

Audio/Music: Eggplant