Airheads aims to embrace the kid in every adult with its new campaign.
Sometimes the wait for the “skip ad” button on video platforms like YouTube feels like a million years. Airheads arms the actors in its new digital campaign, “Skip Ad” with a clickable “skip button” to get out of unpleasant situations and spoof the irritating occurrence, which has likely become more common as YouTube usage increased during the pandemic, according to Gartner’s report on the topic. Each spot features adults in a variety of settings—in a horror movie, working on a construction site, or visiting a garage sale—when the bubbly Airheads logo appears along with the words “skip button”, just before a chainsaw murderer is about to bring his wrath down on the main character, for example. After bopping the button, the characters indulge in some kid-favorite activities like actual skipping or skipping rope as the tagline “Play more. Play delicious” appears overhead. The spot will play on Facebook, Ibotta, Pandora, Snapchat, Spotify, TrueX Interactive, and of course, YouTube.
“Skip Ad” toys with the idea of cherishing every moment—even the ones you wish would end—like the time spent sitting through a commercial. In addition to the experience of watching video content, Airheads’ new ad gives a nod to the gaming boom which also gave consumers another reason to play during the pandemic, something brands as diverse as Heinz and Burberry have also tapped into. Finally, by running on platforms that house skippable ads, the brand sheds light, in real time, of the dilemma that is a daily occurrence for many consumers right now. And while the ad may feel a bit prank-y, it likely plays more into the fact that Easter is a prime time for candy sales, as brands like Sour Patch Kids and Reese’s Cups alluded to in their recent activations.
As the post-pandemic world continues to materialize, the consumer craving for play is real. Until then, brands should try advising viewers to inject a little enjoyment (or candy) into their lives.