Chips Ahoy! will debut a new TV advertising campaign during the Super Bowl pre-game telecast on Sunday. The new campaign with the tagline "Crammed With Joy" marks the first work on the brand from McGarryBowen/Chicago, which was assigned the account in mid-2010. The "Cookie Guy" characters, which had been a centerpiece of the brand's advertising in recent years, are being retired. In their place, MB is introducing TV spots that demonstrate how Chips Ahoy! help bring joy to life.
The first spot debuting Sunday shows a friendly football game in which a bag of Chips Ahoy! replaces the football. The commercial, which has an unusual 3-D effect, is comprised of a series of freeze-frame moments that the camera pans across to build a sense of anticipation and drama. Live action kicks in only at the end of the spot. Like many Kraft Foods brands in recent months, Chips Ahoy! is seeking to contemporize its image -- a move that has helped to refresh several other familiar Kraft brands over the past couple of years.