Christie Potato Thins is targeting busy millennials with a new TV spot that launched nationally last week.
The ad plays off the idea that millennials are multitaskers by featuring a man using his feet to type, drive and play, which frees up his hands to eat Potato Thins.
The campaign, which also includes ongoing sampling initiatives by Momentum, is the first creative from Potato Thins’ new agency of record, Union, which won the account in January.
The spot also marks the first Canadian commercial in seven years from Zach Math, the director behind Kmart’s massively popular “Ship My Pants” ad.
Emma Voirin, director of Mondelez’s Savour Snacks (the brand’s parent company) said the brand tapped Math (a Toronto native) because of his proven ability to make funny ads. In the past, Math has crafted zingers for Taco Bell and Coca-Cola, and Voirin said the brand wanted a similarly funny spot that could catch consumers’ attention.
“We needed a spot that would break through the traditional better-for-you messaging of cracker chips but also deliver on the entertainment value millennials look for in advertising,” she said.
Math told Marketing in May he hoped the success of “Ship My Pants” might cause more Canadian brands to enlist his direction skills. “I just don’t get any calls from that marketplace – maybe they don’t know who I am up there anymore,” he said. “It would be cool to do more Canadian work.”
The media buy for the campaign was handled by MediaVest and the ad is currently running on CTV, Global, Comedy and MTV.
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