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Planters: ATM
With their latest campaign for the PLANTERS Brand, BBDO MW is turning a classic expression of frustration - 'AH, NUTS!' - into a positive - 'Ahhh, nuts' - and a powerful brand mnemonic. The new effort addresses a clear challenge: inject new energy and emotion into the PLANTERS Brand. The solution from BBDO MW is a simple, funny, and memorable idea that anyone can relate to and is sure to create positive sentiment and sales momentum for the brand. The campaign follows a simple construct: someone experiences an everyday mishap and lets loose with a cry, 'AH, NUTS!’ This puts nuts in a bad light. But PLANTERS Nuts are good. So we remind people that with PLANTERS Nuts, nuts are always a positive thing. The four :15 TV spots were helmed by legendary comedy director Harold Einstein. 'Lure' shows what can happen when a stump is sticking out of a lake. 'ATM' sees someone just a little too far away from the money machine. 'Seltzer' brings an inevitable end to an over-carbonated bottle. And 'Vending Machine' depicts a breaktime purchase that quickly turns into an annoyance.
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