In an effort to appeal to the influential teen market, yummy candy bar Snickers has created a series of digital films -- or “digi-sodes,” as the hipsters call ‘em -- complete with futuristic story lines, comic-book style graphics, and big stars. Big stars, eh? Like who? Well, how about Black Eyed Peas, baby! Yes, will.i.am, Fergie, Taboo and apl.de.ap. star as Snickers factory workers by day and defenders of old school hip hop by night. The foursome discovers superpowers when they come in direct contact with Snickers after an incident in the plant. I think we can all relate to that, right?
“You know, this is fresh,” will.i.am said of working with Snickers in the creative process. “You mean I can make music, incorporate it into a film that’s on the internet and wherever else we can get it played? Oh, that’s tomorrow…all the way.”
“I was very attracted to this project because Snickers gave me creative freedom,” Fergie added. “I had always dreamed of being a comic book character. I’ve always had this thought in my head of what I wanted to do with it. And so then they came to me with this idea and I said I know what I want to do.”
The idea was created by advertising agency BBDO New York in collaboration with Form TV’s Jesse Dylan and will.i.am, who also created the theme song and mixed music for all of the digi-sodes. “We knew we had to go online to reach teens because that’s where they spend most of their time,” said Vic Walia, Snickers senior marketing manager. “But we also know that teens are very savvy consumers so we made a conscious decision to tone down our branding in an effort build credibility with the online community. We wanted to communicate the Snickers’ brand message in an authentic, credible and contagious way. The Instant Def digi-sodes allow us to do that.
“The choice of will.i.am, Fergie, Taboo and apl.de.ap to be our Instant Def heroes was easy,” Walia said. “They share key characteristics not only with today’s young influencers, continued also the Snickers brand. They are setting trends and breaking away from the clutter in the industry to really stand out amongst their peers.”
The digi-sodes started on June 5 and the next three air July 20, August 10 and September 8. They can be viewed exclusively at www.InstantDef.com.