TBWA’s multidisciplinary agency, Being New York, has been creating some classic wacky humour for Nabisco Wheat Thins for quite a while now.

Star performers are Night Vision, using the same OCD husband gag that Combined Hotels is using in Australia. Being’s preceded Combined’s by a year (January 2013)…

…And Puppet. A psychiatrist explains to the soft toy, “You can’t eat Wheat Thins, John. You’re a puppet, and nothing’s going to change that.” So he goes nuts because he…here comes the long term tag line, Must! Have! Wheat Thins!

Ordinarily, campaigns get weaker over time. Not this one. Being’s Air Chase is Wheat Thins’ best. It’s OTT ludicrous, aka memorable. A police chase in hot air balloons adds silliness (it’s likeable), mock drama (it holds attention) and – (yes, these Wheat thins are air popped for lightness) – relevance.

Credits:
Advertising Agency: Being, New York, USA
Executive creative director: Matt Ian
Creative directors: Samira Ansari, Lisa Topol
Copywriter: Jerome Marucci
Art director: Steve McElligott
Executive Producer: Jason Souter

Production company: Dummy
Director: Harold Einstein
Executive producer: Eric Liney
Editing: Mackenzie Cutler
Post production: MPC