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Old school hip hop, comic book visuals, digital webisodes, a candy bar and the Black-Eyed Peas—it all adds up to the ultimate online mash-up, courtesy of Snickers and BBDO/New York. The first of five "digisodes" starring musical stars will.i.am, Fergie, Taboo and apl.de.ap went live at InstantDef.com on Monday, kicking off the launch of a campaign aimed to win over the movers and shakers of the trendy teen market. The digisodes follow the adventures of Instant Def, a quartet of Snickers factory workers who gain mad fly superpowers, which they use to defend old school hip hop from new school haters. Word.
Directed by Form TV's Jesse Dylan, the digisodes feature a blend of live action footage and digital graphics designed to imitate the look and feel of comic books. The theme song, as well as music for all five digisodes, was created by will.i.am. A new digisode will debut every three weeks throughout the summer, with the final installment going live in mid-August.