CreativityThese Cringeworthy Spots Show That Being Too Sweet Can Be Too Much in Both Love and YogurtSiggi's new ads show the uncomfortable side of loveBy Cara Anderson|June 28, 2018 Yes, you can take it too far.Siggi'sShareBy Cara Anderson|June 28, 2018 ShareIn life, there are times to be sweet—mushy even—but it can sometimes go too far and off the rails quickly. In a new campaign for Siggi’s, the fast-growing, low-sugar yogurt brand, it’s clear that not too sweet is sweet enough.The quirky and often cringe-worthy spots were the work of New York-based creative agency Office of Baby. The 15-second spots show us moments where sweetness turns sour, like a romantic date that comes complete with violinist and too much intensity. Another shows a significant other revealing a tattoo that appears to over-accelerate a relationship. These analogies tie into the “Not too sweet is sweet enough” tagline, which highlights the healthy benefit of the yogurt with “not a lot of sugar.” The tone indeed mirrors the brand’s ethos. Siggi Hilmarsson is Icelandic, and the nation does have its delightful quirks (see: Björk, Sigur Rós), but generally in an understated way.“Siggi’s is a humble, more quiet company focused on making yogurt with simple ingredients and not a lot of sugar, which is something to really love about them,” Office of Baby co-founder and chief creative officer Paul Caiozzo explains. “While they’ve advertised in the past, we wanted to elevate the brand’s voice, figure out how to keep that spirit and soul intact while still creating something that would stand out.”CREDITS: Agency: Office of Baby CCO: Paul Caiozzo ECD: Nathan Frank Senior Art Director: Mary Dauterman Art Director: Kelsey Shang Copywriter: Prit Patel Executive Producer: Mai Hyunh Producer: Connor HallProduction: O Positive Director: Kenny Herzog Executive Producer: Ralph Laucella/Ken Licata Producer: Jason RedaEditor: Tiffany Burchard Adweek Adweek