Creativity

Cross-Legged Dogs and Giggling Grandmas Illustrate the Wonders of Lance Crackers

The Snyders of Hanover Brand Debuts More Bizarre Work From Barton F. Graf

By Ann-Christine Diaz. Published on Aug 08, 2017

Editor's Pick

We think it's quite the tough job to promote cracker sandwiches -- you know, that snack that's likely to elicit grimaces when you find it in your lunchbox or trick-or-treat bag when you were really hoping for a candy bar.

But Barton F. Graf makes the product really stand out in a pair of hilarious spots for Snyders of Hanover's Lance crackers. One ad shows a cute girl sitting between a pair of nimble bulldogs -- who magically cross their legs just as she does. Another ad depicts a boy getting tucked into bed on each side by his cheerful, maniacally laughing pair of grandmas. Both scenarios show the kids living the sandwich dream -- but even those don't compare to the wonder that is Lance's "real peanut butter between two … crackers."

"This is how we sandwich," goes the tag. The new spots are the latest in the string of bizarre, yet memorable work we've seen for Syders-Lance from Barton F. Graf. The agency had also introduced the company's unconventional (and slightly demented) pretzels spokesperson, a woman who waxes dryly about the virtues of the carby treats, punctuating each ad with the line, "Pretzels, baby."

Matt Dilmore of Biscuit Filmworks directed. And in case you were wondering, those agile pups crossed their legs with the help of practical effects, captured mostly in-camera -- and just a touch of digital cleanup.

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About

Credits

Date
Aug 08, 2017
Agency:
Barton F. Graf
Client:
Lance Crackers
Director:
Matt Dilmore
Production Company:
Biscuit Filmworks
Chief Creative Officer:
Gerry Graf
Creative Director:
Mark Bielik
Creative Director:
Ross Fletcher
Art Director:
Sara Carr
Copywriter:
Sara Carr
Art Director:
Jesse Brown
Copywriter:
Jesse Brown
Head of Integrated Production:
Josh Morse
Producer:
Liz Shook
Producer:
Zamile Vilakazi
Account Director:
Kate Callander
Account Supervisor:
Marla McCormick Domergue
Strategy Director:
Amanda Perring
Head of Business Affairs:
Jennifer Pannent
Project Manager:
Andra Gould
Partner:
Shawn Lacy
Managing Director:
Shawn Lacy
Executive Producer:
Rick Jarjoura
Producer:
Jonathan Wang
Head of Production:
Mercedes Allen-Sarria
Head of Production:
Rachel Glaub
Director of Photography:
Bryan Newman
Production Designer:
Joaquin Grey
Casting Director:
Julia Kim
Edit:
MackCut
Editor:
Nick Divers
Assistant Editor:
Kenneth Munoz
Producer:
Gina Pagano
Telecine:
CO3
Colorist:
Sofie Borup
Finishing:
Method
Director of Production:
Jeff Wolfe

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