Thanks to the success of the Cracker Jack snack-size bag, an announcer intones in this Super Bowl XXXIII ad, the makers of "the greatest snack ever made" decided to test a "really, really big bag." Cue the sight gags, including an old guy at a baseball game getting bowled over by the jumbo Cracker Jack bag tossed his way, and a little girl opening up her really, really big bag to discover the prize inside: a pony!
Lest viewers think they might actually be able to purchase a really, really big Cracker Jack bag containing a live animal, the announcer adds, sotto voce, "Really, really big bag not yet available in stores." The 30-second spot was Cracker Jack's first go at the Super Bowl as well as agency Goodby, Silverstein & Partners' first TV spot for the Frito-Lay-owned snack brand.
Ad Age critic Bob Garfield ranked the spot among the best of the game.
Director: Joe Public.
Art director: Paul Hirsch. Copywriter: Josh Denberg. Agency producer: Elizabeth O'Toole.
BRAND: Cracker Jack
AGENCY: Goodby, Silverstein & Partners
QUARTER AIRED: Q1