Smith’s launches brand platform ‘You can’t resist the call of Smith’s’

The signature crunch of Smith’s chips is enough to draw people from all walks of life together over one bag of snacks.

A new campaign from Clemenger BBDO Sydney introduces the brand platform ‘You can’t resist the call of Smith’s’. The film depicts two hikers attracting enough help to scare away a bear with just one bite of a Smith’s chip.

It is the biggest investment from Smiths in its brand equity in three years

“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,” said Alessia Taddei, Smith’s senior marketing manager.

The campaign film was produced by Finch and directed by Alex Roberts.

The idea for the ad came from the ‘known truth’ that when a bag of chips is opened, everyone at the party swarms around it. The film, amplifies that scenario.

Clemenger BDDO, ECD, Darren Wright, added: “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.”

The campaign will appear on TV, OOH, online, social and in-store. The media agency behind the campaign is PHD.


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 (PepsiCo) 
Head of Marketing: Vandita Pandey
Senior Marketing Manager: Alessia Taddei
Brand Manager: Kimberley Pettet


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