Snackbrands Australia embraces dramatic world of telenovelas to create a SiSitcom via The Royals

With a cast cheesier than the iconic corn chips themselves, The Royals’ latest campaign for Snackbrands Australia’s CC’s dives headfirst into the melodramatic world of Mexican soap operas with three TV spots that feel like mini-episodes of a genuine telenovela.

 

Titled “Si Si Sitcom”, the campaign hits TV screens and digital platforms this week.

Each ‘mini-episode’ is spoken in Spanish and subtitled in English, and features scenarios in which CC’s prove to be irresistible for the cast of characters.

From a marriage proposal to a wedding interrupted and a leading man in a coma, the spots lean into CC’s long-standing positioning of ‘Irresistible’ and the iconic line “You can’t say no”.

Says James Deysel, marketing director, Snackbrands Australia: “This is the first major marketing campaign for CC’s in some time, so we wanted a stand-out approach that Australia would not just notice, but truly enjoy. The Royals rose to the challenge by respecting the brand’s traditional irreverence and distinctive assets whilst introducing a bold new approach.”

Says Sebastian Vizor, executive creative director, The Royals: “We couldn’t ignore the opportunity that CC’s translates as “Si Si”. This leads to some fun miscommunication as the consequences are played out in some overly dramatic ‘telenovela’ inspired bite-sized sitcoms proving that when CC’s are involved, you can’t say no!”

More campaign elements will roll out in coming months.

Client: Snack Brands Australia
Brand: CC’s
Marketing Director: James Deysel
Group Brand Manager: Jennifer Geoghegan
Brand Manager: Rebecca Drabyna

Creative Agency: The Royals

Media Agency: EssenceMediacom

Production Company: Guilty
Director: Edwin McGill
Post Production: Mr Fox
Music & Sound: Smith & Western