|
| quote: |
Smarties (1967)
Advertiser: Nestlé Canada Inc., Toronto
Product: Chocolate candies
Title: "Do You Eat the Red Ones Last?"
Agency: Ogilvy & Mather, Toronto
Gary Gray knew he needed to focus on one specific thing. And then, during focus groups with six- and seven-year-olds, he saw a little girl pick up a red Smartie and use it as a lipstick. He knew what to do. The new campaign that he was developing for the chocolate candy took a new twist: it became the red story. As in, "When you eat your Smarties, do you eat the red ones last?" And if you hadn't thought to separate the red ones before you saw these ads, chances are you did afterward. After the campaign launched, an irate mother came up to Gray and asked if he wanted to hear the obscene lyrics her son had made up to the Smarties jingle. He took that as a good sign. "There are certain times when you know you've hit the right button," he says, laughing. "It had crossed over into culture."
Creative director and copywriter: Gary Gray
Director: Tommy Thomas
Production house: Rabko, Toronto
“When you eat your Smarties,
Do you eat the red ones last?
Do you suck them very slowly,
Or crunch them very fast?
Eat that candy-coated chocolate,
But tell me when I ask,
When you eat your Smarties,
Do you eat the red ones last?”
|
yeah, we changed the jingle to obscene lyrics as kids, but I forget how it went
___________________
Short time TA, Long time Guver, Good time giver.
|
