Ice Breakers breath mints are actually unicorns that will help millennials squeeze extra perks out of job negotiations, according to a new campaign by Crispin Porter + Boguksy for the Hershey's-owned brand.
In a 15-second ad, a young woman gets her future boss to agree to three weeks of vacation (rather than the standard two) after the candy she pops into her mouth summons a mythical beast rearing its hind legs to kick in the office's glass wall.
It's not entirely clear whether the supervisor makes an awestruck concession more out of love or fear, but either would be reasonable. (Maybe the woman from yesterday's Secret ad should invest in some breath mints.)
A 30-second ad, released as a teaser for the series—which will include more shorts—sheds more light on the concept. A song introduces the glittering horned creature—which appears to have Ice Breakers embedded in its fur—as the "unicorn of your confidence."
In other words, fresh breath will help you feel more comfortable asking for things you probably haven't earned but could get anyway.
It's an entertaining enough concept, with a reasonable connection back to the product, even if the scenario is absurd: Any self-respecting member of Gen Y would have insisted on four weeks off per year, at least.
And yes, a unicorn would be a good sidekick in most situations, assuming it's not busy running around powering British seaside towns or defecating rainbow ice cream.
CREDITS
Client: Hershey
Agency: CP+B
Product: Ice Breakers
Campaign: Break Through
Chief Creative Officer: Ralph Watson
Creative Director: D'Arcy O'Neil
Associate Creative Director: Quinn Kathermann
Art Directors: Mackenzie Gire, Tyler Gonerka
Copywriters: Mariangela McMurray, Josh Shelton
Agency Producers: Aymi Beltramo, Jake Burnett, Rachel Noonan
Client Service Director: Danielle Whalen
Account Director: Kevin Sypal
Account: Neylu Longoria, Amy Denton
Social Strategy Director: Kristen Fox
Social Strategists: Jillian Hart, Devon Dickson
Planning Director: David Nottoli
Senior Planner: Brian O'Connell
Production Company: MJZ
Director: Craig Gillespie
Executive Producer: Emma Wilcockson
Line Producer: Martha Davis
Editorial: Plus Productions
Editor: Lawrence Young
Assistant Editor: James Bedford
Editorial Producer: Dre Krichevsky
VFX/Post Production: Method Studios
Executive Producer: Robert Owens
VFX Supervisor: Ben Walsh
Lead Flame Artist: Noah Caddis
Producer: Karena Ajamian
Telecine: Company3 LA
Telecine Colorist: Stefan Sonnenfeld
Telecine Executive Producer: Rhubie Jovanov
Music/SoundDesign/Mix: Beacon Street Studios
Musicians: Andrew Feltenstein, John Nau, Dewey Thomas
Executive Producer: Leslie DiLullo
Producer: Lindsey Lerman
Audio Mixer: Rommel Molina
Mix Producer: Erin Reilly