Chips Ahoy! is promoting its delicious goodies with a new ad campaign that is anything but cookie-cutter. The campaign consists of television ads either 15 or 30 seconds long. The ads initially come off as cheesy, but are smartly set up, so as to appeal to the cookie maker's target demographic: cookie-loving kids.
For example, one of the shorts features an animated Chips Ahoy! cookie standing outside a door with a 'Do Not Disturb' sign. After briefly pondering the situation, the cookie decides to push the 'Do Not Disturb' sign aside. The tagline for this short is, "it takes Chips Ahoy! to push the rules aside."
This is an example of an ad campaign that is at first glance simple, but upon deeper examination is actually quite intelligent.
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