Embracing the dramatic world of telenovelas.
With a cast cheesier than the iconic corn chips themselves, The Royals’ latest campaign for Snackbrands Australia’s CC’s dives headfirst into the melodramatic world of Mexican soap operas with three TV spots that feel like mini-episodes of a genuine telenovela.
Titled 'Si Si Sitcom', the campaign hits TV screens and digital platforms this week.
Each ‘mini-episode’ is spoken in Spanish and subtitled in English, and features scenarios in which CC’s prove to be irresistible for the cast of characters.
From a marriage proposal to a wedding interrupted and a leading man in a coma, the spots lean into CC’s long-standing positioning of ‘Irresistible’ and the iconic line 'You can’t say no'.
Snackbrands Australia marketing director, James Deysel, said this is the first major marketing campaign for CC’s in some time.
"So we wanted a stand-out approach that Australia would not just notice, but truly enjoy. The Royals rose to the challenge by respecting the brand’s traditional irreverence and distinctive assets whilst introducing a bold new approach," he said.
The Royals executive creative director, Sebastian Vizor, said the agency couldn’t ignore the opportunity that CC's translates as 'Si Si'.
"This leads to some fun miscommunication as the consequences are played out in some overly dramatic 'telenovela' inspired bite-sized sitcoms proving that when CC's are involved, you can't say no!” said Vizor.
More campaign elements will roll out in coming months.
Credits:
Client: Snack Brands Australia
Brand: CC’s
Marketing Director: James Deysel
Group Brand Manager: Jennifer Geoghegan
Brand Manager: Rebecca Drabyna
Creative Agency: The Royals
Media Agency: EssenceMediacom
Production Company: Guilty Director: Edwin McGill Post Production: Mr Fox Music & Sound: Smith & Western
