How Millennials Can Get Ahead at Work: Bring Ice Breakers and a Unicorn to Meetings

The ultimate metaphor for fresh breath

Ice Breakers breath mints are actually unicorns that will help millennials squeeze extra perks out of job negotiations, according to a new campaign by Crispin Porter + Boguksy for the Hershey's-owned brand. 

In a 15-second ad, a young woman gets her future boss to agree to three weeks of vacation (rather than the standard two) after the candy she pops into her mouth summons a mythical beast rearing its hind legs to kick in the office's glass wall. 

It's not entirely clear whether the supervisor makes an awestruck concession more out of love or fear, but either would be reasonable. (Maybe the woman from yesterday's Secret ad should invest in some breath mints.) 

A 30-second ad, released as a teaser for the series—which will include more shorts—sheds more light on the concept. A song introduces the glittering horned creature—which appears to have Ice Breakers embedded in its fur—as the "unicorn of your confidence." 

In other words, fresh breath will help you feel more comfortable asking for things you probably haven't earned but could get anyway.

It's an entertaining enough concept, with a reasonable connection back to the product, even if the scenario is absurd: Any self-respecting member of Gen Y would have insisted on four weeks off per year, at least. 

And yes, a unicorn would be a good sidekick in most situations, assuming it's not busy running around powering British seaside towns or defecating rainbow ice cream.


Client: Hershey

Agency: CP+B

Product: Ice Breakers

Campaign: Break Through

Chief Creative Officer: Ralph Watson

Creative Director: D'Arcy O'Neil

Associate Creative Director: Quinn Kathermann

Art Directors: Mackenzie Gire, Tyler Gonerka

Copywriters: Mariangela McMurray, Josh Shelton

Agency Producers: Aymi Beltramo, Jake Burnett, Rachel Noonan

Client Service Director: Danielle Whalen

Account Director: Kevin Sypal

Account: Neylu Longoria, Amy Denton

Social Strategy Director: Kristen Fox

Social Strategists: Jillian Hart, Devon Dickson

Planning Director: David Nottoli

Senior Planner: Brian O'Connell

Production Company: MJZ

Director: Craig Gillespie

Executive Producer: Emma Wilcockson

Line Producer: Martha Davis

Editorial: Plus Productions

Editor: Lawrence Young

Assistant Editor: James Bedford

Editorial Producer: Dre Krichevsky

VFX/Post Production: Method Studios

Executive Producer: Robert Owens

VFX Supervisor: Ben Walsh

Lead Flame Artist: Noah Caddis

Producer: Karena Ajamian

Telecine: Company3 LA

Telecine Colorist: Stefan Sonnenfeld

Telecine Executive Producer: Rhubie Jovanov

Music/SoundDesign/Mix: Beacon Street Studios

Musicians: Andrew Feltenstein, John Nau, Dewey Thomas

Executive Producer: Leslie DiLullo

Producer: Lindsey Lerman

Audio Mixer: Rommel Molina

Mix Producer: Erin Reilly 

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