Kids are so boring when they're hungry

Clif Bar campaign from Callen depicts the fallout from inadequately fueled little ones

Published On
Jul 17, 2019

Editor's Pick

Candy brand Snickers goes to extremes to show us what happens when regular old folks get hungry. They turn into Betty White, Aretha Franklin, Danny Trejo. But health bar brand Clif addresses the issue with a more subtle touch in a new campaign promoting its kids’ snack line, from Austin agency Callen.

A pair of spots, directed by O Positive’s David Shane, shows what happens to the little ones when they’re not properly fueled: they get really boring. 

In one, a mom approaches a group of underfed babes. “What are you playing?” she asks. “Dirt,” one girls says. “What are you drawing?” she asks another. “A line,” she responds listlessly. 

In another spot, a father finds his daughter sitting in a box in the garage. Typically, she’d be on her way to the moon, soaring in her make-believe spaceship. But the girl informs her dad that she’s, well, just sitting in box. The spare script and restrained performances make for comedic gold. 

“With these spots, we looked to buck against the trends of traditional kid product advertising, grounding our ads in the daily realities of raising kids instead of the usual idealized world of impossibly happy kids with boundless energy surrounded by perfect parents,” said Callen founder and CCO Craig Allen in a statement. “We wanted these ads to capture the raw truth of the real moments that parents know all too well.”

Now if only Clif had a solution for when the munchkins are bouncing off the walls.


Jul 17, 2019
Client :
Clif Bar & Company
Agency :
Chief Executive Officer :
Kit Crawford
Chief Executive Officer :
Gary Erickson
Vice President of Creative :
John Park
Sr. Creative Director :
John Marin
Director :
Melinda Winter
Brand Marketing :
Lauren Hatfield
Marketing Director :
Mike Cobb
Chief Creative Officer :
Craig Allen
Managing Director :
Holly Petitjean
Creative Operations Manager :
Hannah Jones
Creative Art Director :
Matt Nall
Creative Copywriter Director :
Kyle Davis
Brand Director :
Kelly Gray Marshall
Senior Producer :
Chuy Hernandez
Business Affairs :
Cindy Lewellen
Brand Coordinator :
Tara Stein
Production Company :
O Positive
Executive Producer :
Ralph Laucella
Director :
David Shane
Line Producer :
Ken Licata
Production Supervisor :
Luke Flegar
Director of Photography :
Stuart Dryburgh
Casting :
RMB Casting
Casting :
Beth Melsky Casting
Edit House :
Executive Producer :
Gina Pagano
Editor :
Gavin Cutler
Mix :
Mix :
Dusty Albertz
Audio Producer :
Kate Eads
Finish House :
Executive Creative Director/Partner :
Tim Davies
Managing Director/EP :
Sue Troyan
Flame Finishing Lead :
Anthony Petitti
Visual Effects Producer :
Andrew Cowderoy
Art Director :
Jeff Dryer
Copywriter :
Andrew Jasperson

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