Klondike bar - Wherever you are.

Our leading man applies the Boy Scout motto to his affection for frozen confections.

 

Problem Statement

This spot expresses the importance of having a Klondike candy bar with you, no matter who you are and no matter where you go.

Client

Klondike

Product

Ice Cream bar

Goals

The spot is meant to remind the viewer that there does not exist an inconvenient place to enjoy the Klondike. Nor are there inconvenient precautions/provisions one should make to insure that it could happen "Wherever You Are".

Audience

The character used (adult male - 40ish) is not necessarily indicative of the audience target. In much the same way 'Married With Children', and 'King of Queens' had a wide demographic audience, using of the chubby white male as a catalyst for humor that an audience across a large spectrum could appreciate.

Client Context

Klondike has a long tradition of asking the question "What would you do for a Klondike Bar?". This spot is in keeping with that tradition. It is a strong stand alone spot but also has strong campaign/series potential. Imagine this character in a board room meeting with a freezer strapped to his back. Maybe he is standing in line 2 hours for the roller-coaster at his favorite amusement park, with the patrons who are unlucky enough to stand behind him, unsure why they are face to face with a refrigerant coil, etc. etc. I produced two other spots that show my production companies ability to build a campaign around this idea/character. Please inquire to see the other two.

Promises

The lead actor is 'climbing' and continues to do so as the spot progresses. Surely he is climbing 'somewhere'. In the end, he reaches his summit...the top of the mountain. He unstraps the fridge and releases himself of it's burden. He reaches inside the freezer and sits upon that appliance which burdened him only moments before, as he unwraps and eats the Klondike, the cool mountain air blows, the birds start to chirp and ice cream bar ecstasy is had.

Proof

From a personal perspective there have been times I wish I'd prepared myself better, for an outing, a camping trip, a picnic, a hike. This commercial represents the ultimate fantasy of being prepared no matter where you are, and suggests that if there were ONE thing that the viewer could go all out on and prepare himself to enjoy, ANYPLACE, ANYWHERE, it should of course be the Klondike Ice Cream bar.

Character

The tone of the ad suggest quiet determination, will to press on, and ultimate success at reaching a summit. These sentiments are desirable in most people across all demographic lines.

Extensions

This commercial is a strong stand alone spot. I have however produced 2 other spots using the same character. Each spot exudes the brands time honored slogan asking the question "What would You do for a Klondike Bar". This spot would work well as part of the overall Klondike campaign.