Trying to make a compelling spot, to be aired during the AFL Grand Final, when the only mandatory is using a couple of TikTok stars as talent, doesn’t often end well. But we refused to settle for a generic, brand ambassador to-camera spot, with dialogue exclusively listing product benefits. Instead, we leaned into the problem. We combined the TikTok duo’s strength (their incredibly acrobatic dancing abilities), with the Joy St Protein Puffs’ strength (protein-rich nutrition), and added a little humour to give Australia a smile right when snacks are very much top-of-mind – right in the middle of the big game.
Playing with the awkwardness of seeing people recording TikTok videos in public, while still celebrating what the Rybka Twins are known for by their almost 14 million followers, struck an entertaining balance between appealing to the TikTok-obsessed, and the TikTok-sceptics. And it all centred on what they all love. Snacks.
