Clemenger BBDO Sydney launches Smith’s ‘Extra Crunchy; you know you’ll love ’em’ campaign
PepsiCo Australia’s market-leading crisps brand, Smith’s, has made a $4.5 million launch investment to promote its new range of chips – Smith’s Extra Crunchy.
A 30-second TVC created by Clemenger BBDO Sydney and starring iconic Australian actor, Stephen Curry, went to air Sunday night. This is Curry’s second spot for Smith’s. The initial ‘You know you love ’em’ spot launched on January 25 to support the main Smith’s range and ran during summer. Both were directed by Dave Klaiber from Plaza Films.
The ‘Smith’s Extra Crunchy’ spot shows Curry at the beach with a bunch of mates cooking a BBQ and playing cricket. He describes the pleasure of hearing the crunch of familiar things: white hot sand on thong; beer going where it belongs; shellfish meeting tong; and the (uncomfortable) crunch of an off spinner dispatched to mid-on.
“It’s a mouth watering, molar munching masterpiece,” says Curry.
Says Jenni Dill, marketing director, PepsiCo: “We are very excited about the launch of Smith’s Extra Crunchy potato chips, a deliciously tasting extra crunchy chip from the most trusted name in Australian snacks – Smith’s. Our $4.5 million launch investment will promote rapid awareness and trial and drive category growth. When it comes to the crunch, we know our consumers will love new Smith’s Extra Crunchy potato chips.”
The new range will also be promoted via digital advertising, PR and sampling as well as transit media and shopping centre advertising.
CREDITS
PepsiCo
Marketing Director: Jenni Dill
Marketing Director – Core Brands: Robyn Quinn
Senior Brand Manager: Jamie Bruce
Clemenger BBDO
ECD: Paul Nagy, Mike Spirkovski
Head of Art: Michael Dole
Head of Craft: Tim McPherson
Copywriter / Art Director: Michael Dawson, Josh Braithwaite, Seb Vizor
Group Account Director: Madeleine Marsh
Senior Account Director: Anna Walters
Senior Account Manager: Smaran Jworchan
Account Executive: Jill Cummins
Head of Planning: Matt Walters
Strategic Planner: Graham Alvarez
TV Producer: Jo Howlett, Rebekah Lawson
Production Company: Plaza Films
Director: Dave Klaiber
Producer: Susannah Dilallo
Media Agency: PHD
15 Comments
Ouch.
And I don’t mean it for the guy with the crushed family jewels.
The off spinner was dispatched to silly mid on. Not mid on.
Oh no. Not again.
Great idea to launch and ad about beaches, cricket, and BBQ’s in autumn/winter.
Stephen Curry is a great comedic talent.
Give him something funny to work with.
The first ad didn’t raise a laugh, and this one doesn’t either.
A
That mars bar ad clems MELBOURNE did was funny.
Oh Dear.
WELL WRITTEN.
Eerily reminiscent of HungryThirsty. Where’s my fee?
Replace chips with Lamb and this is basically the same idea. Down to the tagline – You know… it makes sense / you’ll love them.
poorly done. not funny
Cast of thousands. Weak result. Something doesn’t add up.
Terrible grade.
The ad iII quite liked and was ok, but lets talk product and false advertising.
Extra Crunchy?
Are you kidding me?
These are not anymore crunchy than any other type of standard crisp, Smith’s or otherwise.
Extra crunchy is something like the original Kettle Chips made in NZ back in the early 90’s, very thick, and VERY crunchy as a result.
I hate this product as a result, and now I hate this ad to boot. AND that means, I’ll be jaded and forgoe future Smith’s products and advertising.
No one likes being deceived. You’ve shamed your product.
Jenni Dill
Robyn Quinn
Jamie Bruce
Dave Klaiber
Susannah Dilallo
AND MORE EMBARASSINGLY:
Paul Nagy
Mike Spirkovski
Michael Dole
Tim McPherson (Head of craft! Really?)
Michael Dawson
Josh Braithwaite
Seb Vizor
Madeleine Marsh
Anna Walters
Smaran Jworchan
Jill Cummins
Matt Walters
Graham Alvarez
Jo Howlett
Rebekah Lawson
All those people can’t spot that massive error in the English language. Something you get taught when you’re about 8.
Have people forgotten how to use punctuation?
Why on earth is there an opening single quote before the word EM?
Use an apostrophe!
What has happened to advertising? Seriously. To think someone said this was well written. Really? The end frame wasn’t.
For future reference. You can copy and paste this if you like.
’EM