BBH’s second offering of ‘Life Less Serious”
The star of the Chupa Chups ‘Life Less Serious’ campaign, the unflappable puppet Chuck, is back – this time even cheekier – all in the name of taking life less seriously. BBH Asia Pacific, Chuck’s creator and Agency of record for Chupa Chups, has released the second instalment of the global campaign, following the worldwide success of the campaign’s launch last year.
Two new Chuck films have launched and are set to run across Asia and Europe over the next two months. Alongside the films, a fully fledged interactive website – www.chupachuck.com has also launched. Since the campaign rolled out last year, Chuck has reached cult – like status across the world, from Italy to Australia. He has gained over 500,000 friends on a Polish social network profile page, more than 3 million views on YouTube, (including 850,000 user-created parodies of original Chuck TVC’s), and massive demand for Chuck’s line of plush toys.
All creative work looks at life through the eyes of Chuck, whosegeneral response to life’s challenges is simply to suck on a ChupaChups. The films ‘Laundromat’ and ‘Bungee’ feature Chuck in unlikelysituations – showing some skin in a Laundromat or strapped to a reversebungee ride.
The website www.chupachuck.com is solely dedicated to Chuck, completewith video editing tools, mobile games and downloadable ring tones,allowing fans to engage with the unflappable puppet in a host of ways.
“Well, now that Chuck’s something of a star, this time thenegotiations to use him were a little more elaborate. You can imaginehow cool he was in those high powered meetings. But I’m glad that wehave him again and that we were able to get past the ‘no nudity’ clausein his contract” said Steve Elrick, Regional ECD, BBH Asia Pacific.
Chupa Chups is one of 18 brands under the sugar confectionary andchewing gum company Perfetti Van Melle – a privately owned globalcompany that manufactures and distributes products to over 130countries worldwide, making it the third largest confectionary companyin the world. “The new ‘Life Less Serious” campaign runs fresh off thesuccess of Chuck and his fame that has taken Europe and now AsiaPacific by storm. We are confident this next chapter will create evengreater momentum for the Chupa Chups brand,” says Davide Zanolini,Director International Candy Brands, Perfetti Van Melle.
This is the fifth Perfetti Van Melle brand that BBH has clinched. TheBBH network currently handles the Mentos and Frisk accounts globally,while the the brands Vigorsol and Brooklyn are led out of the BBHLondon office for the Italian market.
The creative team behind the ‘Life Less Serious’ campaign are Executive Regional Creative Director Steve Elrick and Creative DirectorAshidiq Ghazali. The TVC’s were shot in New Zealand and were directedby the award-winning Sydney – based Nick Reynolds.
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3 Comments
Flat Eric…?
i watched the first one here and was not interested any more in seeing the second, too naive and literal, bbh asia is just churning out crap.
Flat Elrick?