Life is so serious these days and it’s easy to get trapped in a doom spiral. Advice from Airheads? Have more fun. The brand’s first campaign since 2020 is a silly plea to embrace life’s absurdities.
From Airheads’ AOR Highdive, the campaign features two spots with alternate versions for different platforms, all directed by Dummy Films’ Harold Einstein. The first finds a trio of cowboys crossing paths on horseback. Well, two of them are on horseback.
“That’s right, I’m on a hippo eatin’ Airheads,” the third cowboy says dryly as he sits atop the unexpected creature. He shouts, “Hya!” and the hippopotamus shuffles away from the camera, leaving the others envious of his alternate means of travel. The tagline, “Airheads have more fun,” finishes off the goofy spot, surrounded by floating versions of the cowboy and hippo with blown up heads.
The second spot takes place at a doctor’s appointment where a boy is having his reflexes tested while he snacks on Airheads. The doctor taps the boy’s knee with a tiny mallet, eliciting a tiny kick, before stealing an Airhead for himself. The sweet inspires him to drum his patient’s knees like a snare drum, causing a flurry of tiny kicks. He finishes by tapping the child’s elbow like a cymbal, causing the kid to fling the Airheads toward the camera. The boy’s mom is revealed behind them, holding up “rock on” fingers while she reads a magazine.
“At the core of Airheads Candy has always been a playful spirit,” said Craig Cuchra, VP of marketing for Airheads’ parent company Perfetti Van Melle, in a statement. “And we wanted a campaign that reminds people of that. It's about the true spirit of play. Imaginative, carefree, just for the fun of it, play.”
The campaign begins airing this week on digital and social platforms, with different versions of the two spots running on some platforms. "Have More Fun" joins more wacky work from the candy brand, like last year’s outrageous take on the chicken sandwich wars. See the alternate versions: