Airheads has launched the "Airheads Have More Fun" creative campaign.
Launched April 18 by Airheads and Highdive Advertising, the campaign will run across multiple platforms, including Hulu and Roku. The campaign is directed by creative director Harry Einstein of Dummy Films, who is known for his unconventional commercials for clients like Crest and Kayak. This is the first campaign Highdive has created for Airheads since 2020. Highdive and Airheads collaborated on the Airheads Candy Chicken Sandy in 2021.
“Where there's Airheads candy, play isn't far behind," said Chad Broude, cofounder and CEO of Highdive. "People have always played with Airheads. Shaking the bars to make them into a ball or shaping them like putty. This gives us license to be a little hyperbolic, showing that people who eat Airheads have more fun — making for 'out there,' memorable work."
Airheads' new campaign is about how people who eat Airheads have more fun — but taking it to hyperbolic heights. In one spot, a couple of cowboys look on mystified as another cowboy trots in eating Airheads while riding a hippo. In another spot, a routine trip to the doctor turns into the doctor playing his child patient like a drum set.
Airheads created different versions for different placements. The Howdy and Reflexes spots leverage different versions (different takes and jokes) to optimize across different channels during the campaign.
“At the core of Airheads candy has always been a playful spirit. And we wanted a campaign that reminds people of that. It's about the true spirit of play. Imaginative, carefree, just for the fun of it play," said Craig Cuchra, vice president of marketing, Perfetti Van Melle.