Agency: Erich and Kallman
Let’s get this out of the way before we start: Not everyone will like, never mind love, this ad. It’s yelly. It’s violent. It’s weird. It’s also, I’d argue, brilliant. Let’s break it down: First of all, you rarely see truly absurdist advertising on the Super Bowl—stuff that’s so offbeat, it’s polarizing. It’s too risky. Yet this is that rare beast, and it immediately stands out as a result. Second, it’s perfect for the Super Bowl—indeed, it plays like a parody of Super Bowl ads, taking the slapstick violence of Big Game ads to its logical, extreme conclusion. (It even feels like a parody of the Super Bowl ad-watching experience—with our motley crew of characters paying unusually close attention to everything the brand is saying, and having oversized reactions to it.) Third, the details are amazing. There are seven characters doing nutty things across four scenes—that’s 28 funny things in 30 seconds. You could watch it half a dozen times and not catch everything. (The character arcs are amusing, too, from the dude sticking his face in different foods, to the woman leaping in and out of the window, to the older woman and couch guy who suddenly decide to get it on at the end. Amid the chaos, there’s surprising character development!)
Finally, for all its weirdness, the spot feels strategically sound. It’s chock full of product close-ups, and the humor feels spot-on for Gen Z and Gen Alpha (the candy eaters among us). It’s great to see an absurdist spot like this succeed on so many levels. Nice work by agency and client—and director Harold Einstein—getting this gem on the game.