THG Studios has partnered with Swizzels to build on the success of their H1 campaign, launching Squashies’ new TV commercial, See the Squashies Side of Life, which aired for the first time on TV las tnight (Monday 20th July) at 20:15 on ITV1.
Centered around squashing the all-too-serious moments of everyday life, the campaign commercial follows a cast of exaggeratedly uptight characters being gently squashed back into a more light-hearted state of mind, so they can ‘see the Squashies side of life’.
Building on the success of the H1 campaign, where THG Studios created a series of social-first ads for the Squashies range, this latest campaign brings the creative concept to television for the first time. Filmed by THG Studios across multiple locations, before returning for visual effects and post-production, the finished TV Commercial is fun, vibrant and captures Squashies unmistakably playful spirit.
As with any confectionery marketing today, the campaign was developed with the UK’s HFSS (high in fat, salt and sugar) advertising restrictions front of mind. THG Studios have successfully navigated the new HFSS legislation by developing a creative platform that brings the ‘squash moment’ to life, capturing the brand’s playful personality both with and without featuring the product, ensuring the creative remains engaging. This approach also shaped where and when the ad will air, with placement planned around pre- and post-watershed, to accommodate HFSS compliant, and non-complaint Squashies variants.
Rob Sanderson, group creative director, THG Studios said: “Squashies has always been about not taking life too seriously, and this campaign proves that idea travels brilliantly from social straight onto the biggest screen in the house. Taking a creative platform this playful onto TV for the first time is exactly the kind of work we love making at THG Studios and doing it in a way that stays true to the brand, while squarely on the right side of today’s HFSS rules, made it even more rewarding.”
Lawrence Alcock, creative lead, THG Studios added: “At one point or another anyone who’s ever been partial to Squashies sweets will have put one between their thumb and four finger and given it a good Squash. In fact, it’s difficult to get through a packet without squashing at least one or two of them. It’s a feeling of satisfaction, a moment of ASMR delight. Imagine being able to do this to the most annoying, uptight people in everyday situations. That same satisfaction for just a few seconds, giving them a gentle squash and helping them see the ‘Squashies side of life’.”
Clare Lynch, senior brand manager, Swizzels, said: “In this new commercial, we wanted to capture the fun, feel-good nature of the Squashies brand and the unique soft texture, ‘squashing’ a world that can take itself a little too seriously. THG Studios has brought this vision to life and their creative, agile approach means we have a playful, engaging advert that perfectly encapsulates Squashies whilst raising awareness of the brand as it continues to grow.”
