TWIX has launched a nationwide taste test to determine if left TWIX or right TWIX tastes best. The problem is that the results are rigged as, for example, left TWIX presents its delicious candy bar with a decided advantage over the right TWIX bar which is intentionally made less desirable through various means, including being placed in a bear trap which taste testers have to reach into just to take a bite of the confectionery treat.
The brand is asking fans to Taste and Vote for their favorite side by using the hashtag #LeftTWIX or #RightTWIX on Instagram and Twitter. Fans can also Taste and Vote over the next several months at a number of music festivals and events throughout the country, kicking off during Music Week at SXSW this week.
To help promote the TWIX Taste Test Challenge, BBDO New York has created 10 digital videos that highlight the absurd rivalry between left and right TWIX. Videos were directed by Dan Powell of Honor Society.
Credits
Client MARS/Twix Agency BBDO New York David Lubars, chief creative officer, worldwide; Greg Hahn, chief creative officer, NY; Gianfranco Arena, Peter Kain, executive creative directors; Peter Alsante, Andre Massis, creative directors; Amy Wertheimer, group executive producer; Darbi Fretwell, sr. producer. Production Honor Society Dan Powell, director; Megan Kelly, exec producer; Robert Smyth, line producer. Editorial MackCut Mike Rizzo, editor; Zoe Newman, assistant editor; Sabina-Elease Utley, producer. Audio Post Heard City Phil Loeb, mixer. Postproduction Company 3 Tim Masick, colorist
When dozens of Klick Health team members said they wouldn’t be able to hug loved ones over the festive season, the agency turned to AI and other magic to orchestrate a series of sentimental, surprise reunions captured in its “Holiday Hugs” video. The heartwarming four-minute video, benefitting the D.C.-based Foundation for Social Connection (F4SC), parallels recent findings from a Maru/Blue Public Opinion survey commissioned by Klick.
The poll found 74 percent of Americans and Canadians won’t be able to hug at least one person they wish they could over the holidays. And like those in the video, survey participants cited geographical distance and loved ones having passed away as the leading factors preventing their hugs.
“I just wish I could really squeeze her right now,” says teary-eyed New York Klickster Kari Bocassi watching her AI-generated hug with her sister Marlene, moments before she bursts onto the set for a long in-person embrace. The siblings have spent the past 14 years caring for their mother since her Alzheimer’s diagnosis, but haven’t been together for the holidays since Marlene moved to Virginia. Similarly, Toronto’s Fred Duarte gets the bear hug of his life when his brother Rico, who lives in Brazil, walks into Klick’s production studio for their first holiday reunion in seven years.
Directed by James Cooper via Cooper Films, “Holiday Hugs” also taps into the fact that hugs don’t just make people feel better emotionally, they also have numerous health benefits. According to the National Institutes of Health, hugs can lower blood pressure and boost the immune system.
“There’s nothing quite like the warmth and reassurance of a heartfelt hug,” said Klick’s chief creative officer Rich Levy. “With ‘Holiday... Read More
