‘You can’t resist the call of Smith’s’ via Clemenger BBDO Sydney

16 March 2021

Creative Agency: Clemenger BBDO (Sydney)

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Smith’s launches new brand positioning.

Smith’s has kicked off the launch of its new brand positioning, "You can’t resist the call of Smith’s", with an epic ad directed by Finch’s Alex Roberts.

When two mates go out for a leisurely hike in the Australian bush, they inexplicably encounter a grizzly bear; it’s do or die. Fight or flight. Get munching or get munched.

With bear-ly any time to spare, an ingenious plan is instantly hatched. Use the magnetic crunch of Smith’s chips to summon help.

Clemenger BDDO, ECD, Darren Wright: “Smith’s is one of Australia’s most loved brands, we wanted the new brand platform to celebrate that in a launch film filled with fun and levity. ‘You can’t resist the call of Smith’s’ brings to life the irresistibility of Smith’s chips in the most epic and joyful way we could.”

Alessia Taddei, senior marketing manager of Smith’s: “We’re excited to launch this new brand platform and we couldn’t resist saying yes to the playful, engaging nature of the spot. It really captures just how irresistible Smith’s chips are in bringing Aussies together.” 


Agency: Clemenger BBDO Sydney
Executive Creative Directors – Darren Wright and Brendan Willenberg
Senior Creatives: James Beswick, Rowan Foxcroft & Chris Pearce
Executive Planning Director: Lilian Sor
Senior Business Director: Conor Walsh
Senior Account Manager: Anna Mounsey-Heysham
Senior Producer: Jo Howlett
Head of Craft: Daniel Mortensen

Production Company: Finch
Director: Alex Roberts
DOP: Matt Toll
Producer: Jackie Adler
Producer: Bryce Lintern
Edit house: Arc Edit
Editor: Lucas Baynes
VFX & Post Production: Blockhead
Music Composition: Hylton Mowday, We Love Jam
Sound Designer: Robbie Balanticz (Pitchfork)

Client: Smith’s
Head of Marketing: Vandita Pandey
Senior Marketing Manager: Alessia Taddei
Brand Manager: Kimberley Pettet

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