Popcorn Eaters Get a Hand From Above in these Quirky Ads from Kernel Season's
Familiar Creatures crafts new campaign positioning the brand as ‘popcorn's mischievous best friend’
AdAge | May 8, 2023
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By Mia Gindis
A giant hand reaching down from the sky usually evokes triptych altarpieces and Renaissance-era frescoes. But Kernel Season’s is trying to reassociate a portrayal of the unattached limb with a more contemporary, culinary art—popcorn.
The creative teams brought to life several weird, vibrant visuals that reframe the product as "Popcorn's mischievous best friend" as opposed to just another bottom-shelf flavoring. One spot, “Kettle Grill,” features a teenage girl in an ’80s-inspired get-up reaching for a handful of popcorn amid the boredom of a drawn-out study session.
Suddenly, an outstretched arm appears unfurling from the ceiling to season the popcorn bowl, leading the girl to smile and reveal her dental appliance has transformed into a diamond grill bedazzled with the words “KETTLE CORN.”
The giant hand reappears in “Gold Mine,” this time to sprinkle White Cheddar on the popcorn of an unfazed man watching the news in his living room.
Seconds later, a miner’s dirt-caked face bursts out of a couch cushion, and the unlikely duo whistle a rendition of “She’ll Be Coming Round the Mountain” before presumably indulging in the freshly seasoned movie snack.
“For centuries, popcorn has played it safe with salt and butter,” said Justin Bajan, co-founder and creative director at Familiar Creatures. “We wanted to convey that Kernel Season’s role is to be that movie character with the spunk and spontaneity to take popcorn on a joyride with popcorn’s dad’s sports car—much to popcorn’s chagrin and or delight.”
This is Familiar Creatures’ first project for the brand since being appointed lead creative agency at the end of last year. The endearingly erratic spots premiered on YouTube on May 1. They can also be seen across Hulu, Pluto, Samsung TV Plus, Discovery Networks and Sling TV.
Beyond television, Familiar Creatures also worked with animator Ryan Musselman on paid social video and display to add the same kind of silliness through animation. The campaign will also include radio ads and an activation at various Comic-Con shows.
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