Smith’s launches new ‘You can’t resist the call of Smith’s’ brand positioning via Clemenger BBDO
Smith’s has kicked off the launch of its new brand positioning ‘You can’t resist the call of Smith’s’ with an epic ad directed by FINCH’s Alex Roberts via Clemenger BBDO, Sydney.
When two mates go out for a leisurely hike in the Australian bush, they inexplicably encounter a grizzly bear; it’s do or die. Fight or flight. Get munching or get munched.
With bear-ly any time to spare, an ingenious plan is instantly hatched. Use the magnetic crunch of Smith’s chips to summon help.
Says Darren Wright, ECD, Clemenger BDDO: “Smith’s is one of Australia’s most loved brands, we wanted the new brand platform to celebrate that in a launch film filled with fun and levity. ‘You can’t resist the call of Smith’s’ brings to life the irresistibility of Smith’s chips in the most epic and joyful way we could.”
Says Alessia Taddei, senior marketing manager of Smith’s: “We’re excited to launch this new brand platform and we couldn’t resist saying yes to the playful, engaging nature of the spot. It really captures just how irresistible Smith’s chips are in bringing Aussies together.”
Agency: Clemenger BBDO Sydney
Executive Creative Directors: Darren Wright and Brendan Willenberg
Senior Creatives: James Beswick, Rowan Foxcroft & Chris Pearce
Executive Planning Director: Lilian Sor
Senior Business Director: Conor Walsh
Senior Account Manager: Anna Mounsey-Heysham
Senior Producer: Jo Howlett
Head of Craft: Daniel Mortensen
Production Company: FINCH
Director: Alex Roberts
DOP: Matt Toll
Producer: Jackie Adler
Producer: Bryce Lintern
Edit house: Arc Edit
Editor: Lucas Baynes
VFX & Post Production: Blockhead
Music Composition: Hylton Mowday, We Love Jam
Sound Designer: Robbie Balanticz (Pitchfork)
Client: Smith’s
Head of Marketing: Vandita Pandey
Senior Marketing Manager: Alessia Taddei
Brand Manager: Kimberley Pettet
27 Comments
That’s so good, in so many ways. Nicely done, one and all.
I like it
Classic Bez
Ah, the old ‘everyone chasing something down the street’ idea. Haven’t seen one of them in years.
Come on now ya old grump. Before you post, ask yourself, ‘What would Stu do?’. Be better.
Nothing to be cynical about here. Ridiculous but excellent. Who wouldn’t notice this.
This is a quality piece of advertising. Well done to all involved
Doesn’t try too hard and makes me laugh.
Job done.
But terribly produced
love
Why does snack food advertising still feel it necessary to have a chaotic assembly of a cross-section of society often including the cliches of bride, judge(in wig) etc etc? Exhibit B; The recent work for Drumstick. It’s like the mandatory drum solo in 70’s rock music. And equally dated.
Yet another tracking shot of a large diverse group of people running. With a silly premise.
For f$%^ sakes, think of something else. Pitiful.
Keep your opinions about drum solos to yourself please
This is the same as the other ads that look like this. I don’t know if it’s going to sell chips.
This is just awful. Lol at the agency people getting in the comments section early above.
That’s ad is good. But even if it was a turd, I’d still buy their chips as I love it that much.
Having worked on this account as a creative a few years back I know how impossible this client can be to get good work made. This is average at best but for Smith’s that’s quite an achievement. At least they’re not singing ‘Happy Together’. But considering the award winning work done overseas for chip brands it’s a pale comparison.
This is good, entertaining stuff – and for one of the least interesting clients around, props for getting this made
A watered down version of the lots of people running towards something concept. So lazy and referential that it’s ~almost~ enjoyable as a throwback / parody
Rubbish . Please, the first few comments. Not even hiding an affiliation with the job.
I question the ability of a bag of smith’s crisps to summon a cavalcade of zealots. A bag of cocaine on the other hand… no we’re talking.
Uninteresting premise, boring protagonists and a hackneyed “lol meme people” run-in.
I can almost hear the director yell “now when I say roar, you all point and roar. Ready? 1, 2, 3, roar!”
We can definitely see the countdown in this wooden ensembles’ heads.
Sadly, this is a pale take on the Big Ad, 16 years older and 100 times better.
Since when do bears fucking live in Australia. What a joke. Start making american shit marketing. We’re better than this!
What idiot thought up that commercial.
Enough – we get the message, and twice in the same ad bracket is just overkill.
Stupid Add is it Australian or American? Does not ring true to brand
What a sad, mediocre ad that is stupid as well.