Clems Sydney Launches New Brand Campaign For Smith’s

Clems Sydney Launches New Brand Campaign For Smith’s

Smith’s has kicked off the launch of its new brand positioning ‘You can’t resist the call of Smith’s’ with an epic ad directed by Finch’s Alex Roberts.

When two mates go out for a leisurely hike in the Australian bush, they inexplicably encounter a grizzly bear; it’s do or die. Fight or flight. Get munching or get munched.

With bear-ly any time to spare, an ingenious plan is instantly hatched. Use the magnetic crunch of Smith’s chips to summon help.

Clemenger BDDO, ECD, Darren Wright said, “Smith’s is one of Australia’s most loved brands, we wanted the new brand platform to celebrate that in a launch film filled with fun and levity. ‘You can’t resist the call of Smith’s’ brings to life the irresistibility of Smith’s chips in the most epic and joyful way we could.”

Alessia Taddei, senior marketing manager of Smith’s added, “We’re excited to launch this new brand platform and we couldn’t resist saying yes to the playful, engaging nature of the spot. It really captures just how irresistible Smith’s chips are in bringing Aussies together.”


Agency: Clemenger BBDO Sydney  

Executive Creative Director: Darren Wright and Brendan Willenberg

Senior Creatives: James Beswick, Rowan Foxcroft & Chris Pearce

Executive Planning Director: Lilian Sor

Senior Business Director: Conor Walsh

Senior Account Manager: Anna Mounsey-Heysham

Senior Producer: Jo Howlett

Head of Craft: Daniel Mortensen


Production Company: Finch

Director: Alex Roberts

DOP: Matt Toll

Producer: Jackie Adler

Producer: Bryce Lintern

Edit house: Arc Edit

Editor: Lucas Baynes

VFX & Post Production: Blockhead

Music Composition: Hylton Mowday, We Love Jam

Sound Designer: Robbie Balanticz (Pitchfork)

Client: Smith’s

Head of Marketing: Vandita Pandey

Senior Marketing Manager: Alessia Taddei

Brand Manager: Kimberley Pettet

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