A billboard carrying an ad with the snack product name “Wheat Thins” across it in all upper case letters is prominent in the background, as a man-in-the-street-type reporter talks to a woman in the foreground. Suddenly three letters from WHEAT THINS fall and crash onto cars in the parking lot below, doing considerable damage.
The falling letters give rise to another message. When the W and H fall from their perch in the word “WHEAT”, along with the “N” in “THINS”– the remaining letters on the billboard read, “EAT THIS.”
Director Justin Reardon of Station Film teamed with Chicago agency The Escape Pod on a pair of “Falling Letters” spots–one featuring a woman, the other a guy; both are surprised by the crash of letters and the resulting message.
Reardon commented, “When you fully commit to one another as a team the focus can be on what’s best for the idea. The Wheat Thins client showed a lot of trust because there was no blueprint for what The Escape Pod wanted to do. It took a dedicated team fueled by a lot of open minds. And I think it all paid off and was lots of fun, too!”
