Nearly a year after Droga5 won creative duties for Twizzlers (along with a spate of other Hershey brands, including Almond Joy, Mounds and York), the agency has unveiled its first work for the iconic candy brand.
The lighthearted campaign comes wrapped in a new tagline for Twizzlers, “Chew On It,” and is brought to life via a series of videos that have some fun with the concept of “chewing on”—or intensely thinking about—something.
In each of the spots, viewers are initially led to believe that some drama is about to unfold. For instance, in one, a bride sits alone on her wedding day while she slowly eats a Twizzler and wonders if she’ll regret her matrimonial decision, pondering if she simply got “carried away.”
Yet the kicker comes at the end, when we realize it’s not her soon-to-be husband that she’s having second thoughts about, but the fact that she … recently used too many exclamation points in a work email and is worried her colleagues are judging her.
Similar scenarios unfold in the other two. One shows a Twizzler-munching police officer intensely scanning a crime scene. As he tries to put the pieces together, we think it’s the crime he’s focused on, but really it’s something far more trivial.
Another shows a man who is about to break some big news to his wife that could end their marriage. As he mulls it over with a pack of Twizzlers in the passenger seat of their car, the tension builds, but—just like in the others—it proves to be all for naught.
The three spots are running online and in movie theaters.
According to Droga5, the idea for the campaign came from research that purportedly found the act of chewing Twizzlers to be therapeutic for people, or, in the agency’s words, “a destressor and emotional outlet.”
While that might be a stretch, it at least makes for some playful videos that manage to build up a little suspense along the way.
Agency: Droga5 NY
Creative Chairman: David Droga
Chief Creative Officer: Neil Heymann
Group Creative Director: Brandon Pierce
Associate Creative Director: Michael Kleinman
Senior Copywriter: Daniel Litzow
Copywriter: Caroline Ekrem
Copywriter: Evan Barkoff
Art Director: Castro Desroches
Senior Project Manager: Lara Yegenoglu
Chief Creation Officer: Sally-Ann Dale
Director of Film Production: Jesse Brihn
Executive Producer, Film: Mike Hasinoff
Producer, Film: Sophie Paton
Music Supervisor: Mike Ladman
Sr. Business Affairs Manager: Tom Vendittelli
Global Chief Strategy Officer: Jonny Bauer
Head of Strategy: Harry Román-Torres
Strategy Director: Ned Sonnenschein
Head of Communications Strategy: Dean Challis
Communications Strategy Director: Kathryn Ruocco
Chief Intelligence Officer: Amy Avery
Group Data Strategy Director: Lily Ng
Senior Data Strategist: Joy McKenzie
Group Account Director: Jessica Kingsbery
Account Director: Jordan Cappadocia
Associate Account Manager: Sydney Golden
Production Company: Furlined
Director: Kristoffer Borgli
DOP: Sam Eley
Executive Producer: Jay Wakefield
Producer: Darrin Ball
Editor: Dave Anderson
Assistant Editor: Joseph Petruccio
Executive Producer: Sila Soyer
Producer: Andrew Cravotta
Post Production: MPC
Executive Producer: Matthew Loranger
Producer: Krystle Timm
Post Production: Color Collective
Colorist: Alex Bickel
Producer: Claudia Guevara
Sound: Wave Studios
Mixer: Aaron Reynolds