Starburst is promoting Swirlers, its first "vertically-shaped" candy, with a campaign that has fun with the vertical format. The campaign by DDB Chicago is designed to be viewed on mobile and taps into the trend for mobile-friendly vertical content in a tongue-in-cheek way.

Directed by Guy Shelmerdine of Smuggler, it was filmed in a specially-built vertical set depicting a salon (see the behind-the-scenes film below) where gravity appears to be acting oddly until you flip it 90 degrees.

It's a fun way to get across the idea of the new product, which basically looks like a long, thin version of Starburst. Meanwhile, those of us who haven't seen the inside of a salon in weeks may also enjoy the idea of being able to go to one.