The aim of this TVC was to introduce a new crunchy player in the snack market. The idea was based on an insight that delicious snacks such as GAIDELIO crackers have a special-mystique quality around them. Once you open the packet and the first „crunch” echoes throughout the room a bunch of people are already asking for a bite. The temptation to try out a new snack just pulls everyone in. We play with the double meaning of word „pulls/draws/attracts” (liet. traukia) that can be used in both emotional (desire) and physical (to drag someone or something) contexts. Here we are physically imaging the inexplicable urge to snack.
© Sons & Daughters, 2021