SMART Melbourne has launched a campaign for Cobs Popcorn spearheaded by three TVCs, in partnership with Airbag Productions.

The 15-second TVCs explore different scenarios of happiness, including a young boy receiving a kiss from a girl he fancies and a grandmother hearing the news of a grandchild’s arrival.

SMART Executive Creative Director Ben Davis said: “Pure and simple, popcorn makes people happy. We wanted to develop a creative platform that was all about celebrating the different things that make us happy, and to show that when a little popcorn kernel gets all worked up, they too burst with happiness. To be honest, once we established the brand manifesto, the ads kind of wrote themselves.

“Our trusting clients, John and Ravit Walys, deserve enormous credit for their faith in the simplicity of the idea and for being as passionate about the end result as we were.

“I think the potent single-mindedness of these ideas demonstrates what a fabulous option the 15-second format really can be. They’re fun, they’re disruptive and there’ll be more of them to come!”

SMART Managing Director Janelle Toomey added: ‘Taking our new client and a family owned business into above-the-line media has been an absolute pleasure. We are thrilled to be working with Cobs. Just like our clients five:am and kikki.K, working closely with owner operated business is something that as an agency we are very proud of. Being a part of a business as it grows is very special to us.”

Credits

Agency: SMART

Executive Creative Director: Ben Davis

Writers: Ben Davis & Tim O’Shea

Art Directors: Ben Davis & Ryan Clayton

Agency Production: Janelle Toomey

Production Company: Airbag Productions

Director: Micca Delaney

Producer: Jilly Howe

EP: Fiona MCgregor

VFX Supervisor: Nick Wright

Lead VFX: Adrian Oostergetel

3D Generalist: Ben Weller & Luke Davies

Post producer: Tanya Stankovic

Soundmix/SFX: Production Alley