US indie agency, Callen, and Clif Bar, have walked into Snickers’ territory, but they’ve done it so well. In ads for children, kids are bouncy, active beings. Not in this campaign. While Snickers makes adults less careless, forgetful, unable to spell or otherwise not them, Clif Bar makes kids less boring. The bar is pitching itself as fuel for kids’ imaginations.
Brilliant scripts and wonderful performance direction turn that proposition into a collection of films that all parents should love.
“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 idealised world of impossibly happy kids with boundless energy surrounded by perfect parents,” stated Craig Allen, founder and chief creative officer of Callen.
“We wanted these ads to capture the raw truth of the real moments that parents know all too well.”
Enhancing Clif Bar’s promise that imagination needs fuel, the brand has produced the Field Guide to Creative Adventuring, which can be downloaded from its website and features activities that encourage imaginative outdoor play.
Production Company: O Positive
Director: David Shane
Client: Clif Bar & Company
Chief Executive Officers: Kit Crawford & Gary Erickson
Vice President of Creative: John Park
Senior Creative Director: John Marin
Director: Melinda Winter
Brand Marketing: Lauren Hatfield
Marketing Director: Mike Cobb