Unlikely but arresting images populate a new TV spot breaking July 28 to introduce a new Supreme line of Hamburger Helper dry mix dinners from General Mills. The commercial, from DDB
Needham Worldwide, Chicago, drops the brand's trademark "talking hand," instead showing quick cuts of scenes like Esther Williams-style women wearing ravioli-shape hats diving into cheese. The theme, set to a chantlike musical score, is "Twist your noodle, change your mind." Spending wasn't disclosed, but Big G spent $18 million on measured media for Hamburger Helper last year.