Created by DraftFCB Shanghai, the 15-second TVC features a beach scene showing cookie guy playing a limbo-walk game with friends to show off the chocolate cookie's soft texture.
The agency also composed a limbo-walk song in English to emphasis the western origin and style of the brand.
The nation-wide TV campaign will be running from late May for one month, targeting 20-something young adults, especially female office workers.
Credits:
Project title Chips Ahoy! Chewy ‘Limbo’ 15sec TVC
Client Kraft China
Brief Demonstrate unique soft mouthfeel with delicious chocolate chips
Creative agency Draftfcb Shanghai
Executive creative director Hwee Beng Poh
Group creative director Grover Tham
Creative director Shea Kar Leong,
Associate creative director Justin Hsu
Agency producer Mo Chan
Regional account director Patrick Tong
Senior account director Leo Yang
Account manager Judy Sun
Media agency Carat Shanghai
Production company Nathan Love/Massive Music
Exposure TVC
Chips Ahoy | Limbo | China
DraftFCB Shanghai has rolled out a new ad campaign for Kraft's Chip Ahoy! Chewy cookie brand in China, to highlight its unique soft texture with the help of animated brand icon 'cookie guy'.
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