Creativity

'Eww!' Squid Ink and Hand Soap Do Not Taste Like Gushers

General Mills Gets Disgustingly Playful in Snack Ads From Erich & Kallman

By Alexandra Jardine, Ann-Christine Diaz. Published on Aug 09, 2017

Editor's Pick

General Mills is taking the gross-out approach to promoting its Gushers and Fruit by the Foot snack brands, in a new social campaign from Erich & Kallman.

Spots for Gushers, for example, promote the treat's oozy center by depicting teens so obsessed with the snack that they inadvertently lick other gooey stuff -- like the ink from a squid (seen here), or liquid soap in the bathroom.

Other spots, for Fruit by the Foot, have fun with its length: they bring romance (well, kind of) to a couple of teens in a bowling alley, and help a boy with his bench press routine. There are also two funny spots in which a "Fruit Snail" meets its untimely end after a lot of sentimental singing.

According to agency co-founder Eric Kallman, the aim was to stand out in the sea of content that envelops teens today. "Since young people live on their phones we know our competition isn't other advertisers," he explains. "Rather, we're going up against the content channels of social media influencers. Our goal is to be breakthrough and entertaining enough to be talked about, liked and shared."

As for the disgusting factor, that was just a unique way to highlight the products' attributes, which "really defined the creative work," Kallman says. "All we did was bring to life the length of Fruit by the Foot and liquid center of Fruit Gushers in as breakthrough a way as we could think of."

The 15-second spots were all shot in-camera, by Harold Einstein and Michael Illick of Dummy. "We felt it was the most charming way to bring these stories to life," Kallman adds.

The spots continue Erich & Kallman's bizarre work for the client. The agency was also behind General Mills' funny Go-Gurt campaign featuring prematurely aged young'uns..

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About

Credits

Date
Aug 09, 2017
Agency:
Erich & Kallman San Francisco
Client:
Fruit By The Foot
Production Company:
Dummy Films
Director:
Harold Einstein
Director of Photography:
Jay Feather
Executive Producer:
Eric Liney
Director:
Michael Illick
Director of Photography:
Johnathan Freeman
Editorial Company:
Arcade Edit
Editor:
Sean Lagrange
Producer:
Rebecca Jameson
Assistant Editor:
Glen Montgomery
Assistant Editor:
Fernando Fernando Raigoza, Jr.
Finishing Company:
Timber
Creative Director:
Jonah Hall
Creative Director:
Kevin Lau
Partner:
Jonah Hall
Partner:
Kevin Lau
Executive Producer:
Sabrina Elizondo
Head of Production:
Melody Alexander
Lead Flame Artist:
Melody Alexander
Flame Assistant:
Brandon Harden
Producer:
Emily Avoujageli
Color:
The Mill
Colorist:
Gregory Reese
Producer:
Diane Valera
Sound:
Lime Studios
Audio Mixer:
Matt Miller
Audio Assistant:
Lisa Mermelstein
Producer:
Kayla Phungglan
Executive Producer:
Susie Boyajan
Music:
Butter Music and Sound
Owner:
Andrew Sherman
Chief Creative Officer:
Andrew Sherman
Managing Director:
Ian Jeffreys
Executive Producer:
Ian Jeffreys
Producer:
Kristin Kuraishi

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