Bick's releases first commercial in five years
By Adnews Staff
Smuckers Foods of Canada will release a new 30-second television commercial for pickle brand Bick's today, the first for the product line in five years. Created by Ogilvy & Mather of Toronto and produced by Brown Entertainment, the ad presents a narrative about the crunchiness of Bick's pickles with the scenes in reverse order, as in the movie "Memento." "For years, we've made pickle consumption synonymous with fun, and the fun is all in the crunch," said Janet Kestin, co-creative director at the agency. "But with this spot, viewers are going to have to use their noggins a bit." The ad, aimed primarily at mothers, will air on English-language networks and local stations nationally through the summer.
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