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This billboard is so talking to itself, it’s crazy.
None of the Lebron meme stuff or “candy lover” debate stuff that they tried to add in to make it interesting comes through in the billboard. No one except the Hershey’s brand team saw this supposed “debate.”
And this billboard, of which they only bought one placement, isn’t especially brave or meaningful for not having a wrapper. You could do this with absolutely any food product.
I get it, Hershey’s is tough. Selling something like this to them feels like a win. But the hubris in this article just overstates how timid brand teams are and how much we have to pay ourselves on the back for a small “win.”
Yup. It’s also not like they broke it down to just the orange, brown and the ridges in an artistic or abstract way. That would’ve been “iconic” though still unworthy or an article.
This is just a love letter from agency to client patting them on the back for breaking one of their “rules” and not showing a whole cup and logo on one measly billboard.
I don’t blame the agency. Hershey’s will fixate on some “viral” thing no one saw (“Katherine Heigl said she liked Hershey’s once”) nudge up against something that’s almost brave and then spend nine months watering it down.
I bet to them, just acknowledging that the chocolate sticks to the wrapper seems like a brave, deep human truth.
I think the video works as a simple product spot. The billboard is ok I guess too.
As others have said, no one is making that connection to a LeBron insta story from almost a year ago, but if that’s what inspired the ad, fine.
The curious thing here is why this article exists. The reason everyone is dunking on this work here is because they tried to build this stretch of a story around some ok but not really story worthy work, so it comes across strained.
Haha I was trying to say a couple things 😂. But that was one of the points. Sometimes I feel like certain brands or agencies get a hall pass just because of the name. There’s some important work happening from some lesser known brands, agencies, even talented students that I wish would get some spotlight.
I’m a big NBA fan and I didn’t get this.