CALLEN, the agency of record for Clif Bar & Company, recently launched the brand’s first national television campaign, “Make It Good.” And now, they have just released new work done for a Clif Kid Zbar, a soft-baked, whole grain, organic energy bar for active kids. The launch marks the Clif Kid brand’s first-ever commercial across network and connected TV and digital media. The spots, “Dirt” and “Box,” illustrate something every parent can relate to: the effect on kids’ imaginations when they are running low on fuel.
In “Dirt,” the Zbar fuel food will help charge kids up for fun, imaginative play, getting them off of the lethargic idea to play with dirt, with one girl doing nothing more than drawing a line in the soil.
David Shane of production house O Positive directed the spot. CALLEN founder and CCO Craig Allen led the creative charge. Allen commented, “With these spots we looked to buck against the trends of traditional kid product advertising, grounding our ads in the daily realities of raising kids instead of the usual idealized world of impossibly happy kids with boundless energy surrounded by perfect parents.”
