J. Walter Thompson has created a launch television commercial for
Nestle Rowntree’s brand extension, Giant Smarties.
The 30-second model animation features three ’goats with attitude’ who
live in the land of Giant Smarties. The goats try to scale the largest
mountain in the land with the help of caterpillar boots, ice picks and
snowboards, yet they do not succeed.
As the hip-hop voiceover explains: ’They tried to get on with the
chunkier chocolate and the crispier shell. Oh well, they fell.’
The ad ends with the phrase: ’Can you conquer the Giant Smarties?’ The
last shot flags up the retail trial price of 20p.
The ad will debut on 14 July on national TV and is expected to run for
at least two to three months.
The ad was written by Chris Bardsley, produced by Eira Ellis and the
animation was directed by Michael Wright of Elm Road, the producer of
previous Smarties commercials.
The soundtrack was written by the Brotherhood, courtesy of Virgin Music.